Tommy Hilfiger x Mercedes-AMG F1 x Awake Launch Collab

New collection launched ahead of the Miami Grand Prix

New York streetwear brand Awake NY has collaborated with the Team and our partner Tommy Hilfiger, to create a vibrant new collection and campaign ahead of the Miami Grand Prix. The collection combines Awake NY's founder Angelo Baque's street-style sensibility with Tommy Hilfiger's signature prep aesthetic to create a range of motorsport-inspired lifestyle icons that dares to be different.

"I have been an F1 fan since I was a kid, and we've been breaking conventions in our partnerships with the sport since the '90s" said Tommy Hilfiger. "With this collaboration, we wanted to continue to innovate with both design and an inclusive spirit to create a bold new perspective for the next generation of race-goers."

The campaign follows stories of the grit, determination and spirit that inspired Lewis, George and Awake NY's Angelo Baque, as well as Mr. Tommy Hilfiger, on their individual journeys, and features our Reserve Driver Mick Schumacher too.

Angelo was able to lend his design values and ethos to the community, culture and city of Miami in celebration of its Grand Prix weekend. The collection presents a fresh new vision of F1, where perspectives collide, inspiration is sparked, and everybody is welcome to join the ride.

"My visit to the Tommy archive sparked the nostalgia of my youth and inspired much of my approach to this collection," said Angelo. "My desire was to authentically interpret streetwear and Americana. Never in a million years did I think this Ecuadorian kid from Queens, NY, would be designing pieces proudly worn by Lewis Hamilton, George Russell and Mercedes-AMG F1. Seeing Tommy, Lewis and myself working together on this project is important for the younger versions of ourselves to understand representation matters."

Reflecting the values of the People's Place program, a Tommy Hilfiger initiative that aims to give opportunity to underrepresented communities in the creative industry, the collaboration will work with Creatives Want Change (CWC), inviting BIPOC participants to join the at Sunday's race. Danae Harrison, Dayne Thompson and Donald Whorley from CWC will work closely with Angelo before the race, exploring how the collaboration evolves, from concept to production.

Toto added: "Change is an inevitable part of both sport and life. As a team, we understand the importance of embracing this on and off the track to continually innovate, inspire and tackle the challenges presented to us. We're proud to celebrate these shared values through this collaboration; not only creating an iconic collection but by supporting and highlighting creators from underrepresented communities."

The collection features seven gender-inclusive styles and features a classic baseball jersey, a t-shirt dedicated to the Miami GP available in multiple colours, plus long-sleeves, polos, baseball jerseys and rugby shirts.

The collection is available to buy here.