Formula 1® reveals bold fashion capsule with ETAI at F1 Hub’s London store, ahead of British Grand Prix

Formula 1® has today revealed its latest new fashion collection with Los Angeles-based design innovator ETAI, debuting at the F1 Hub store on Oxford Street from 20 June to 26 July, while also available at the F1 Flagship Store at Silverstone over the British Grand Prix weekend and on ETAI's web store from 30 June.

Blending cutting-edge technology with contemporary design, the collection reimagines racing-inspired apparel through a creative new lens of craftsmanship, material experimentation, and modern style.

Founded by LA designer Etai Drori, ETAI has built a reputation for pushing the boundaries of traditional design, creating unique pieces through a bespoke process of deconstruction and transformation. Rooted in art, quality, and cultural influence, the brand has earned a global following that includes worldwide artists and cultural figures such as Billie Eilish, Rosalia, and J Balvin.

The centre of the collection is headlined by a series of 3D-printed textures applied to items, reimagining everyday apparel through advanced production detailing. Each piece is expertly crafted with human precision, technical printing, and finishing, blending the high-performing worlds of racing and luxury manufacturing.

Alongside these statement pieces sits a wider capsule of racing-inspired garments, including jackets, tailored trousers, shirts, hoodies, tees and accessories, all with distinctive co-branded design elements and a clean, contemporary aesthetic.

Spanning both high-concept design and everyday wearability, the collection reinforces Formula 1's growing presence in global culture, connecting the sport's technical excellence with the worlds of fashion, art, and design. With a global fanbase of more than 830 million, the partnership creates a platform to reach new audiences and offer existing fans new ways to express their connection to Formula 1 beyond race day.

Emily Prazer, Chief Commercial Officer of Formula 1, said:

"Formula 1 continues to evolve as a cultural force, and collaborations like this allow us to connect with more fans in new and creative ways. ETAI brings a fresh perspective through innovation, craftsmanship and design, creating pieces that reflect the precision and attention to detail at the heart of our sport. This collection also builds on the rich fashion-focused community within our sport, while inviting new audiences to experience and enjoy Formula 1 through an entirely new and different lens."

Etai Drori, Founder, ETAI, said:

"Innovation has always been at the core of our brand, and Formula 1 represents that spirit at the highest level. This collaboration brings together two industries that use technology, creativity, and craftsmanship to push the boundaries of what's possible."