Home > Textile News > Awake NY co-creates Tommy x Mercedes-AMG F1 collection

Awake NY co-creates Tommy x Mercedes-AMG F1 collection

Published: 2023-05-06


  • Tommy Hilfiger has joined the Mercedes-AMG Petronas F1 Team and Awake NY to create the Tommy x Mercedes-AMG F1 x Awake NY collection.
  • The seven gender-inclusive styles, which include polos, baseball jerseys, and rugby shirts, combine street-style aesthetics with motorsport-inspired designs.
  • The collection features racing numbers, logos, and colourways.
Tommy Hilfiger, which is owned by PVH Corp, has announced together with Mercedes-AMG Petronas Formula One Team that New York streetwear brand Awake NY has co-created the new Tommy x Mercedes-AMG F1 x Awake NY collection and campaign.

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, the companies said in a joint press release.

The Tommy x Mercedes-AMG F1 x Awake NY collection of seven gender-inclusive styles reinvents archival staples with inspirations from racing and NYC street aesthetics. The essence of Americana is brought to Formula 1 in a classic baseball jersey, while a T-shirt dedicated to the Miami Grand Prix comes in diva pink, electric blue lemonade, and black options. The Tommy, Awake NY, and Mercedes-AMG Petronas F1 Team logos feature across long-sleeves, polos, baseball jerseys, and rugby shirts. T-shirts and baseball jerseys display the drivers’ racing numbers, with Lewis Hamilton’s 44 and George Russell’s 63, while a special Awake NY tribute references ’85, the year Tommy Hilfiger was launched. Colourways include Tommy’s signature red, white, and blue, while the Mercedes-AMG F1 pieces showcase the core team palette of black and white highlighted with volt green.

The campaign follows stories of the grit, determination, and spirit that inspired seven-time champion and F1 legend Lewis Hamilton, Grand-Prix winner George Russell, and Awake NY’s Angelo Baque, as well as Tommy Hilfiger, on their individual journeys, and features Mercedes-AMG Petronas F1 reserved driver, Mick Schumacher. The campaign was photographed by Adrienne Raquel, and video content was captured by Anthony Prince Leslie, added the release.

“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 racegoers.”

“My visit to the Tommy archive sparked the nostalgia of my youth and inspired much of my approach to this collection,” said Angelo Baque. “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.”

“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,” said Toto Wolff, CEO and team principal of the Mercedes-AMG Petronas F1 Team. “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.”

“Since the beginning of our partnership in 2018, we have continually pushed the boundaries of what is possible by creating bold ranges, highlighting causes important to both organisations, and sharing incredible stories,” added Richard Sanders, chief commercial officer of the Mercedes-AMG Petronas F1 Team. “This innovative campaign is the next step, reflecting the work of important initiatives such as the People’s Place programme and Accelerate 25, whilst creating an eye-catching collection.”

Fibre2Fashion News Desk (NB)