Over the Grand Prix weekend, Seven-Time Formula One® World Champion Sir Lewis Hamilton’s lifestyle brand +44 unveiled its new capsule collection, THE INNER RACE. Shoppers gathered from May 5 to May 7 at Alchemist in Miami’s Design District to celebrate the launch with a pop-up event hosted by +44 and NTWRK. Hamilton himself came decked out in +44 gear to surprise guests on Friday morning.
The new collection celebrates “the limitlessness of resilience, creativity, and inspiration” and will kick off +44’s 2023 season theme, THE INNER RACE World Tour. The capsule’s 17 pieces are available in sizes S-XXL and include short and long-sleeve T-shirts, baseball caps, hoodies, sweatpants and a tote. A highlighter yellow and black color scheme stars in items like the “CLOSER THAN YOU APPEAR” tote bag and WORLD TOUR hoodie, while HAMILTON SIGNATURE TEE 1 and 2 feature iconic imagery of the F1 racer.
"I'm so excited to share THE INNER RACE with fans in Miami and people around the world. +44 lets me share my passion for racing and fashion with other people and I love to see how they put their own spin on it,” Hamilton said. “This collection is really fun and all about the unlimited places creativity and determination can take you. That’s a perspective I really believe in and this collection is for people who share that mindset.”
Hamilton’s love for music, travel and art inspired +44, which he founded as a way to share his passion for style and streetwear fashion. The brand aims to guide a youthful and diverse audience to Formula One®. Its new capsule collection, made from sustainable materials, highlights Hamilton’s commitment to “diversity, longevity and sustainability.”
Widely regarded as the most successful driver in F1 racing history and having broken the record for race wins, Hamilton has pushed boundaries in the sport on and off the track. As the first Black, working-class driver, he has pushed for the representation of Black drivers and regularly used his platform for human rights advocacy. His research project The Hamilton Commission, started in 2020, works in conjunction with The Royal Academy of Engineering to simultaneously understand barriers to the representation of Black people in UK motorsport as well as the STEM sector. A year later, he founded the non-profit Mission 44, which aims to help young people from underserved groups succeed by reducing gaps in education and employment. He recently pledged over $25 million toward the continuation of this mission.
THE INNER RACE is now available to shop on plus44.world and NTWRK app.
Images by Guel Sener and Josh Sobel