Brands Are Changing How We Wear Team Merch
With an increased female viewership comes a more fashion forward approach to the sport that is only growing in popularity.
Gone are the days when you could only represent your favourite Formula 1 team in a team kit. Since the rise of Drive to Survive and the increased Formula 1 viewership, many teams and brands have leveraged this surge to their advantage.
The visibility of Formula 1 in high street stores is at an all-time high, with brands like Levi’s, H&M, Abercrombie & Fitch, and Hollister profiting from the sport's increased popularity. The collaboration between these brands and teams like McLaren and Red Bull Racing has not only financially benefited the teams and made merchandise more accessible to fans, but it has also opened up new ways for fans to showcase their support for their favourite team.
The hoodies and T-shirts featuring stylish graphic designs sold at high street stores are a far cry from traditional teamwear. These pieces are more subtle and more attractive to fashion-conscious individuals. Often, the high street collabs are cheaper than the merch on your favourite team’s website, making these collections accessible to fans who otherwise could not afford to spend upwards of £80 on a polo adorned with team sponsors.
Brands also recognise and capitalise on women's growing interest in Formula 1. In 2022, 40% of Formula 1’s viewership was composed of women, a significant increase from only 8% in 2017. This growing female audience comes with increased purchasing power, making marketing Formula 1 merchandise to women a highly profitable opportunity for clothing companies.
With the introduction of Formula 1-related jackets, jumpers and baby tees in women’s sizes, the options for female fans have never been more exciting. With so many brands entering this merchandise race, let’s take a closer look at some of the standout collaborations that are redefining how fans engage with Formula 1 fashion.
TOMMY HILFIGER
Since the early 90s, Tommy Hilfiger has established itself as a key player in Formula 1, starting with its sponsorship of Lotus. In 1998, it became the first non-automotive brand to endorse Ferrari by designing the team’s uniforms. After making a comeback in 2018 as Mercedes’ official apparel partner, providing teamwear and travel kits, the brand evolved into a symbol of the sport, largely influenced by Lewis Hamilton’s stylish race day outfits.
Their partnership with Mercedes quickly expanded into fanwear, beginning with Hamilton’s collection with the brand that same year. This has resulted in pieces showcasing both the iconic Mercedes blue and the signature Tommy colours, creating vibrant statement pieces that perfectly reflect the character of both brands. Collaborations that combine practicality, by providing products to the teams, and marketing, by offering fanwear, are becoming increasingly common in Formula 1. This trend encourages brands and teams to present alternative merchandise options for fans. Despite the conclusion of the brand’s partnership with Mercedes, they continue to be involved in Formula 1 by maintaining their livery in F1 Academy.
RHUDE
A key moment in contemporary Formula 1 fashion occurred in January 2021 when a collaboration between RHUDE and McLaren was announced. McLaren described this collection as “a collaboration that [pays] homage to racing legend Bruce McLaren, resulting in a unique fusion of sport and fashion.” The collection featured summer streetwear pieces inspired by F1 legends throughout the years. This collaboration marked a significant advancement in F1 fashion, showcasing unique items with graphics distinct from traditional team merchandise, aiming to “continue to engage [McLaren’s] global fanbase."
Following this collaboration's success, RHUDE partnered with Pirelli for their spring/summer 2025 collection. According to founder Rhuigi Villaseñor, this collection “is a celebration of two companies joining forces to define the meaning of a champion”. The pieces in this collection are more “traditionally” racing-themed, featuring the Pirelli logo in a way that combines heritage and forward thinking. Unfortunately, these collections are on the pricier side, resulting in them not being accessible to most fans. Despite this, it has certainly achieved its goal of being “innovative and progressive collections”, leaving a lasting impression on Formula 1 fashion.
REISS X MCLAREN
Currently, a standout collaboration is McLaren’s partnership with Reiss. This alliance benefits both the fans and the team, as Reiss holds the title of official travel wear partner for the McLaren squad. Since its introduction in 2023, Reiss has launched several collections with the team, spanning menswear, womenswear, and childrenswear. These collections feature everything from special Grand Prix-themed releases to simpler, everyday items with a McLaren flair. Among the latest offerings is a unique Miami-Monaco collection that gives Grand Prix-themed merchandise a subtle twist, making it more suitable for everyday use.
The collection also features non-racing-inspired items, such as a papaya-coloured, one-sleeved maxi dress with cut-out accents. Price points vary from €55 for a crop top to €1,995 for a leather jacket, positioning the collection at the luxury spectrum. However, for those ready to invest, it presents unique, high-quality pieces that justify the splurge. Compared to other teams, McLaren appears to be the most engaged and committed to collaborations like these, highlighting their dedication to making the sport more inclusive and diverse. Such partnerships elevate Formula 1 merchandise to a new level: stylish, inclusive, and crafted for a broad audience of fans.
ALPINE X DUKE + DEXTER
The highlight of the 2025 Miami Grand Prix was the surprising partnership between Alpine and DUKE + DEXTER. They unveiled a limited-edition collection designed to “combine the sharp engineering of Formula One with the craftsmanship and racing spirit of D+D’s designs.” This collection is truly unique, showcasing even a pink Alpine x Duke + Dexter Bell Racing Helmet. It includes five menswear items adorned with “hand-drawn, vintage-style graphics,” giving the pieces a nostalgic and distinctive appeal.
The sneakers blend elements of Golden Goose and Adidas Samba designs with the iconic Alpine blue, resulting in a trendy and versatile look (and making us wish they came in women's sizing). Although not entirely inclusive, this collaboration is a start for what we hope will continue to incorporate fashion trends into F1 merch. With this perfectly engineered collection, Alpine has elevated its merchandise game, surpassing teams like McLaren and Ferrari by demonstrating that Formula 1-related designs do not have to feature a graphic of an F1 car.
ABERCROMBIE & FITCH
Abercrombie & Fitch has ventured into the Formula 1 merchandise market with both its main line and budget-friendly sub-brand, Hollister. While primarily aimed at men, these offerings also provide female fans access to stylish and affordable options, making the need to ‘borrow’ a boyfriend’s hoodie obsolete. This collaboration stands out for its accessibility, both in terms of store availability and pricing. In contrast to traditional Formula 1 merchandise, which can often be very costly (for instance, buying a team polo at a Grand Prix can exceed £100), these products are much more budget-friendly, with hoodies priced at £50. With regular new releases, there’s a wide variety of choices available.
Additionally, A&F engages in collaborations centred on comfort and accessibility with various teams. Initially starting with McLaren, this collaboration has expanded to encompass nearly half the racing grid. Following the success of their menswear line with McLaren, the brand has broadened its offerings to include select womenswear items, such as crop tops (though these currently seem to be unavailable). A&F has also entered the highly popular Grand Prix merchandise market, with their latest release featuring designs inspired by Miami and Singapore, allowing fans to express their passion for their favourite races or even their local events. As womenswear becomes more prominent, we remain optimistic that A&F will further develop their collection to create the perfect raceday outfit.
ADIDAS
Since becoming an official partner with Mercedes for the 2025 season, Adidas has significantly raised its profile in the Formula 1 paddock. The brand offers team footwear and fanwear, blending traditional and trendy merchandise styles. This union of team and fanwear enables supporters to don items suitable for both the workplace and the Grand Prix. By partnering with a sponsor like Adidas, Mercedes fosters a sense of belonging among fans. The sneaker collection, for instance, lets fans subtly integrate Mercedes gear into their everyday attire, steering clear of an overt team sponsor look. For dedicated fans, these items transcend mere merchandise; they represent a stylish and understated way to channel their passion for the sport. Moreover, with Adidas being a globally recognised brand known for accessible pricing and availability, this collaboration extends Formula 1 fashion to fans worldwide.
LEVI’S X MCLAREN
One of the most eagerly awaited collaborations of the previous year was between Levi's and McLaren. This collection, which "[celebrates] the history and innovation that both brands represent," includes distinctive items such as an all-denim ‘race suit’, blending the legacies of both brands. Additionally, Levi’s introduced a bandana showcasing the McLaren Formula 1 car, creating a fashionable and unique accessory for Formula 1 enthusiasts! Although the concept was both iconic and imaginative, there were some execution shortcomings. All pieces are unisex or exclusively in men’s sizes, which can complicate sizing for those who dislike the oversized aesthetic.
However, many designs focused on expensive statement pieces, lacking the everyday versatility of other F1 fashion collaborations. Despite their promotion as “wearable, vintage-inspired items." Realistically, how often can a £425 all-denim race suit be worn, no matter how stylish? Although there was significant anticipation and marketing by the team’s drivers, the excitement surrounding this partnership did not materialise as expected. Since its launch in June, no new pieces have been announced, and much of the remaining inventory is now discounted. This silence raises questions about whether the collaboration will return for another season or quietly vanish into F1 fashion history. This illustrates that a high-profile partnership with great potential doesn't always guarantee success.
PEPE JEANS LONDON X RED BULL ACADEMY
Pepe Jeans is another high street retailer entering the Formula 1 scene, collaborating with The Red Bull Academy since the start of the 2024 season. This partnership, which encompasses both Formula 1 teams and the F1 Academy, is characterised by Pepe Jeans as “a partnership rooted in mutual commitment to excellence and the shared goal of advancing women's roles in the traditionally male-dominated arena of motorsports." Their upcoming 2025 collection includes 125 pieces featuring men's and women’s wear.
The men’s collection emphasises streetwear, featuring items such as shorts and Red Bull Racing-branded baseball shirts, providing an alternative to the classic team jersey. This collaboration also presents an exceptional range of options for women, positioning these items among our favorite Formula 1-inspired women's apparel. With options from jumpsuits to maxi dresses and racerback tank tops, these pieces seamlessly fit into everyday outfits. As a result, the collection reflects the brand’s commitment to “invest in the future of female motorsport and connecting with a younger audience."
PUMA
Another notable collaboration that merges logistics with fanwear is the PUMA and Formula 1 partnership. Starting with the 2024 season, PUMA serves as an official supplier, producing not only official F1 merchandise but also offering team gear at race weekends. This greatly enhances physical accessibility, providing fans the convenience of purchasing merchandise from all teams in a single location. However, this convenience comes at a steep price; trackside merchandise costs, on average, about 30% more than buying the same items online ahead of time. Nevertheless, fans remain attracted to the exclusivity and thrill of limited releases, including the Grand Prix-themed merchandise launched in Miami, where PUMA unveiled collaborative pieces with both F1 and Ferrari.
A notable instance of this collaboration is the new 75th Anniversary Collection, which honours the rich history of the sport. Thomas Josnik, Vice President of PUMA (Motorsports), stated that the collection “offers fans apparel and footwear that is truly inspired by the spirit of speed.” This statement encapsulates the essence of the entire partnership. In addition to merchandise, PUMA provides uniforms for F1’s trackside personnel, further cementing its role as a crucial element of F1’s visual identity during race weekends.
Many of these partnerships go beyond merely providing merchandise for fans. These brands work together with Formula 1 teams on multiple fronts, firmly establishing their presence in the sport. Expanding the range of merchandise and price points allows more fans to connect with their favourite teams, ultimately benefiting the entire sport.
In light of the rise in stylish Formula 1 merchandise, many small businesses have entered the market, creating distinctive and trendy motorsport products (e.g., The Grandstand Project, The Sunday Collective, and Shannon Ashley). With such a wide array of options available, every Formula 1 fan can find something that suits them. This trend is evidenced by numerous social media posts from fans displaying their favourite Formula 1 outfits, and it's hoped that it will continue to grow. Which collaboration stands out to you?
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