The Formula One paddock scene is becoming increasingly intriguing, driven by drama, racing, and its growing influence on popular culture and fashion. Today's fastest men in the world aren't just focused on speed; they're also mindful of their appearance when they're not chasing Max Verstappen around the track. From fragrance brands to streetwear, let's explore six Formula drivers who own their own label.
Sir Lewis Hamilton (+44)
The eight…no, seven-time world champion, Lewis Hamilton, appears to be leading the charge of dripped-out men in the F1 paddock, having launched his clothing brand +44 (his racing number) back in 2022. Apart from that, Hamilton has also collaborated with Japanese artist Takashi Murakami for a special Daft Punk-esque helmet during last season’s Grand Prix in Vegas. Not to mention, the Brit also has a long-standing partnership with the American brand Tommy Hilfiger, which he’s often seen wearing.
Lando Norris (Quadrant)
Following Lewis’ lead was yet another Brit in the paddock, Lando Norris, who launched his own apparel and lifestyle brand called ‘Quadrant’. Said to be inspired by “racing and esports,” Norris’ business venture appears to have stemmed from his sudden spike in popularity during the lockdown when the Brit would often be seen Twitch streaming and virtually racing against some of the other drivers on the list. Speaking of the brand itself, Quadrant capitalizes on several gaming trends, both in appearance and participation. The brand fields teams in Halo and Rocket League, offering apparel that reflects each game's cultural style. Moreover, it boasts various entertainment divisions, including a group of content creators, to engage fans across multiple platforms beyond the F1 grid.
Alex Albon (Alex Albon Athletics)
Former Red Bull driver and Williams pilot Alex Albon has also jumped in on the opportunity to commercialise his growing popularity by launching his brand called “Alex Albon Athletics”. While the initial product was a single limited edition sneaker drop, Albon appears to be moving more cautiously than the two Brits mentioned earlier. Speaking to WWD, the Thai driver was quoted as saying, “When you build a brand, you have to see people’s appetite for it. I did the one product to get my foot in the door and see the logistics behind it. How it works with tax, shipping or customer review, all to get the brand going.”
Daniel Ricciardo (Enchanté)
Daniel Ricciardo is many things. A high-performance athlete, Max Verstappen’s best friend, a self-proclaimed honey badger, and perhaps even the most charismatic Formula One figure in decades. However, what he might not be is one of the 20 drivers on the grid next season (sorry, Daniel). Fret not, though. The Australian appears to be making smart investments lately, starting with his brand, Enchanté by Daniel Ricciardo, which sells everything from fragrances to Danny Ric branded t-shirts and sweatshirts, in case you also want to smell and look like a “high-performance athlete”.
