Like other leather products, belts can be stiff before they have been worn a few times. Breaking it in naturally through normal wear is the most effective solution, but the softening process can take some time if you don't wear the same belt every day. Speed up the process with one of three simple tricks to give your leather belt the desired worn-in look and feel.
Rub a cotton ball with petroleum jelly onto the belt in a circular motion, making sure to cover the entire belt with a thin layer.
Gently rub a cotton ball with rubbing alcohol onto the belt until it covers the entire surface of the belt to loosen up the leather. Repeat the application of rubbing alcohol as many as two more times to properly soften the material.
Treat the new belt with leather conditioner right after you buy it by applying a dime-sized amount from a cotton ball onto both sides of the belt.