F1 news and archive

Lewis Hamilton renames business venture

British Formula 1 driver and entrepreneur Lewis Hamilton, who has been a frequent fashion collaborator with brands such as Dior and Lululemon, is renaming the company that encompasses all aspects of his career and business ventures. The organisation, previously known as Project 44, will now be called Lewis Hamilton Ventures, the seven-time...

Fashion

New Era strengthens ties with F1 with Atlassian Williams Racing

British F1 team Atlassian Williams Racing has signed a multi-year partnership with American lifestyle apparel and headwear brand New Era, starting from the 2026 Formula 1 season. The move will see New Era designing and producing a full range of apparel, headwear, and accessories for the entire team, drivers, and fans, replacing Atlassian...

Fashion |In Pictures

AllSaints unveils F1 collaboration with Atlassian Williams Racing

British premium fashion brand AllSaints has launched a collaboration with Formula 1 (F1) team Atlassian Williams Racing. The nine-piece limited-edition collection has been designed to combine the worlds of “cutting-edge motorsport and effortlessly cool fashion with an attitude,” explains AllSaints in the press release, drawing inspiration from...

Retail

Selfridges to open Formula 1 pop-up

Luxury department store Selfridges is turning its ‘Corner Shop’ pop-up space at its Oxford Street flagship in London into a multi-sensory homage to Formula 1 later this month. The ‘F1 75 Years in Motion’ pop-up will open on June 23 and offer an immersive experience exploring 75 years of high-octane history through a curated journey, featuring...

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Business

Tommy Hilfiger named as official apparel partner for Cadillac Formula 1 Team

Tommy Hilfiger, part of PVH Corp., is strengthening its ties with Formula 1 after signing a multi-year apparel and lifestyle sponsorship agreement with Cadillac, the new Formula 1 team backed by TWG Motorsports and General Motors, which is joining the grid in 2026. In a statement, Tommy Hilfiger said it would bring its spirit of “fashiontainment...

Fashion

Ferrari to launch capsule collection with Charles Leclerc

Formula One driver Charles Leclerc is adding fashion designer to his resume as he will be introducing a capsule collection with Ferrari’s fashion line, Ferrari Style. In a short statement, Ferrari said it was collaborating with the Scuderia Ferrari HP F1 driver on an exclusive limited-edition collection of apparel, which would offer “a new...

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Fashion

Is Formula One fashion’s new playground?

The new Formula One season kicks off this weekend in Australia and it seems that the motorsport dominated by the likes of Lewis Hamilton and Charles Leclerc has captured the fashion world with everyone from luxury fashion houses to sportswear brands and high street names looking for a piece of the action. Once confined to a predominantly...

Fashion

Carl Friedrik signs licensing deal with F1 team Williams Racing

Premium travel goods brand Carl Friedrik has signed a two-year licensing deal with British Formula One team Williams Racing, which will see the brand launching a co-branded travel collection later this year. In a statement, Carl Friedrik said it will design a travel collection exclusively available in Williams Racing’s signature colour palette...

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Fashion

Castore signs partnership with BWT Alpine Formula One team

Castore, the British performance sportswear brand and global supplier of sports apparel, has strengthened its presence in F1 and motorsport after signing a new partnership with the BWT Alpine Formula One team. As part of the deal, Castore will become the official team kit partner, supplying the teamwear and producing an official Alpine drive...

Fashion

Adidas replaces Puma as clothing partner of Mercedes-AMG Petronas F1

German sports giant Adidas will become a sponsor and clothing partner of Mercedes-AMG Petronas F1. The sponsorship deal is reportedly worth at least 30 million dollars, according to RacingNews365. Rumours that Adidas would replace Puma as the clothing partner of the Mercedes Formula 1 team began circulating this summer. The car brand confirmed...

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Business

LVMH signs 10-year partnership with F1

French luxury conglomerate LVMH Moët Hennessy Louis Vuitton has signed a 10-year partnership agreement with Formula 1 to become the motorsport’s global partner. The move comes as F1 prepares to celebrate its 75th anniversary in 2025 and will see several of LVMH’s Maisons involved in the partnership, including Louis Vuitton, Moët Hennessy and TAG...

Fashion

Levi’s unveils collaboration with McLaren Racing

Denim and fashion brand Levi’s has unveiled its debut collaborative collection with McLaren Racing celebrating heritage and innovation to coincide with this weekend’s F1 British Grand Prix. The Levi’s x McLaren Racing collection will be available worldwide from July 3 and features a racing jacket, racing suit, gloves, heritage trucker, heritage...