-By Mansi Suryavanshi.
New York streetwear brand Awake NY and Mercedes-AMG Petronas Formula One Team have collaborated to produce the Tommy x Mercedes-AMG F1 x Awake NY collection and campaign, according to PVH Corp.-owned Tommy Hilfiger. According to a joint press statement from the two brands, the collection fuses Tommy Hilfiger’s hallmark prep aesthetic with the street-style sensibilities of Awake NY creator Angelo Baque to produce a variety of motorsport-inspired lifestyle icons.
Seven gender-neutral models from the Tommy x Mercedes-AMG F1 x Awake NY collection recreate classics with street style and racing design cues. The traditional baseball jersey brings the best of America to Formula 1, and the Miami Grand Prix T-shirt is available in diva pink, electric blue lemonade, and black.
The Tommy, Awake NY, Mercedes-AMG Petronas F1 Team, and polos, as well as baseball and rugby jerseys, all bear their own insignia. Lewis Hamilton’s number 44 and George Russell’s number 63 are shown on t-shirts and baseball jerseys, respectively, while a special Awake NY homage makes reference to 1985, the year Tommy Hilfiger was first introduced. Tommy’s trademark colors are red, white, and blue, while the Mercedes-AMG F1 clothing features the team’s traditional black and white color scheme with volt green accents.
The campaign features Mick Schumacher, a Mercedes-AMG Petronas F1 reserve driver, and tells the tales of the grit, determination, and spirit that propelled seven-time champion and F1 legend Lewis Hamilton, Grand-Prix victor George Russell, Awake NY’s Angelo Baque, and Tommy Hilfiger on their individual journeys. According to the press release, Anthony Prince Leslie and Adrienne Raquel both took photos and videos for the campaign.
Since I was a little child, I’ve been a fan of Formula One, and since the 1990s, Tommy Hilfiger and the sport have broken rules together. With this partnership, “we wanted to keep innovating with design and an inclusive spirit to create a bold new perspective for the next generation of racegoers,” the statement continued.
“My visit to the Tommy archive sparked the nostalgia of my youth and inspired much of my approach to this collection,” said Angelo Baque. “I wanted to truly interpret Americana and streetwear. I never in a million years imagined that this young Ecuadorian from Queens, New York, would be creating clothes that Lewis Hamilton, George Russell, and Mercedes-AMG F1 would proudly wear. It’s crucial for the younger versions of ourselves to see Tommy, Lewis, and I working together on this project to grasp the importance of representation.
“Change is a constant in both athletics and daily life. Toto Wolff, CEO and team principal of the Mercedes-AMG Petronas F1 Team, stated, “As a team, we recognise the significance of embracing this on and off the track to consistently innovate, inspire, and confront the challenges provided to us. “We’re proud to celebrate these shared values through this collaboration; not only by creating an iconic collection but by supporting and highlighting creators from underrepresented communities.”
Richard Sanders, the chief commercial officer of the Mercedes-AMG Petronas F1 Team, continued, “Since the start of our partnership in 2018, we have consistently pushed the limits of what can be achieved by creating bold ranges, highlighting causes important to both corporations, and sharing remarkable stories. The following stage, reflecting the efforts of significant projects like the People’s Place programme and Accelerate 25, while also producing an eye-catching collection, is this unique campaign.