LONDON — Puma has worked with British fashion label Raeburn and the Mercedes-AMG Petronas F1 Team on a limited capsule collection with an eco-bent.
Through the eyes of Christopher Raeburn, founder and creative director of Raeburn, a brand that’s known for its upcycle and zero-waste approach to fashion design, elements of race-worn suits have been reimagined as elevated fashion pieces made with recycled materials.
The collection consists of three tiers of products.
First, there is the hero masterpiece jacket remade from an original race-worn driver suit from Lewis Hamilton at the Spanish Grand Prix in August 2020. It will go sale at an auction later this year following the British Grand Prix.
The midtier includes unique items crafted from suits worn across the 2022 season by Hamilton and George Russell, as well as their mechanics. These pieces will be offered on Puma’s official website via a raffle.
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The third tier of the collection includes a limited quantity of everyday wardrobe items made from deadstock fabric used to make race suits.
Raeburn, who also holds the role of global creative director at Napapijri, said he was able to bring “the very best of our remade, reduced and recycled ethos” to the table with the latest project.
“The outcome is a radical move on from anything we’ve ever worked on before. From the remade masterpieces, crafted in our East London studio through to the broader collection, manufactured in close partnership with Puma, each item in the range has a special story and a reason for being. At Raeburn, we’ve always looked to disrupt, innovate and inspire and I’d like to think this project really pushes our focus on responsible design further than ever before,” he added.
Richard Sanders, chief commercial officer at the Mercedes-AMG Petronas F1 Team, said the latest collaboration with Puma and Raeburn pushed the boundaries “in a highly innovative way by combining our shared common values of style and sustainability” and he is certain that the fans will enjoy the chance to “own a piece of the team’s history whilst proudly displaying their own fashion.”
Hamilton’s own fashion line Plus44.world is also tapping into the Formula 1 rush with the release of Home Turf, a limited-edition collection inspired by Hamilton’s home race at Silverstone. It features a four-piece capsule designed by Nigerian-born artist Leonard Iheagwam, known professionally as Soldier.
“This drop is particularly special to me, as it fuses sport, art and self-expression, while celebrating the creative spirit of one of my favorite cities — London,” said Hamilton. “Soldier is such a powerful artist and a true testament to that creative spirit, and it’s been amazing to work with him for this collection.”
To mark the launch, the Home Turf collection made its retail debut at the Selfridge Oxford Street London flagship on Monday with a pop-up located on the first floor.
“The launch is the perfect start to a summer dedicated to celebrating sport in store,” said Bosse Myhr, director of menswear, womenswear and childrenswear buying at Selfridges, adding that the pop-up will allow the shoppers to purchase pieces inspired by the top racer’s journey and his love of art, music, travel and community.
