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Formula One has always been a stylish sport.
The glamour of locations like Monte Carlo and Silverstone; the style nous of drivers like Aryton Senna, James Hunt or Lewis Hamilton; the endorsements of brands like Ray-Ban, TAG Heuer, Tommy Hilfiger and United Colors of Benetton… Fashion and F1 are closely entwined, and the fashion world has often looked to F1 – both explicitly and implicitly – for inspiration.
But not all F1 fashion is created equal. Brand collaborations in the fashion world have never been more common and F1 constructors have a long history of collaborating with fashion brands – Ferrari, for example, has a long-standing relationship with Puma. But very few of their modern collaborations could be considered that ‘fashion-forward’: branded polos, driving shoes, baseball caps… Typical sporting merch fare, nothing really that inspiring. ....

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