Lewis Hamilton’s Dior partnership aims to “source sustainable fabrics” and launch vibrant clothing

Lewis Hamilton has said that through his association with global clothing giant 'Dior,' he aims to source sustainable clothing from Africa and create vibrant clothing. The Mercedes driver is known for his unique fashion choices, wearing brands and designers in the paddock as well as off the F1 stage, at events such as the Met Gala.

He has long-standing collaborations with brands such as Tommy Hilfiger in the fashion industry. He is often seen gracing the biggest fashion events in the world throughout the year.

As per WWD, Lewis Hamilton mentioned that one of the results of his recent Brand Ambassadors relationship with Dior was a skiwear capsule designed in collaboration with Kim Jones and was partly made with fabrics from Burkina Faso. He said:

“We’ve both been talking a lot about Africa. Some of the fabrics were made in Burkina Faso. We’re working with someone who’s helping us source sustainable fabrics throughout the continent and really looking at what we can do to help get the next generation of people.”

The collection would be focused on skiing and snowboarding, and 'made for an active lifestyle'. The clothing would include a wide range of products from denims to tweeds to sweatshirts.

"I wanted to bring vibrancy, I wanted to figure out how to do something a little bit different to what Dior does so well. It’s very comfortable. It’s definitely more relaxed.”

Former F1 head chimes in on Lewis Hamilton and his pending move to Ferrari

Former F1 head of commercial partnerships and global sponsorships Murray Barnett said that Lewis Hamilton's move to Ferrari was a 'perfect match' in terms of marketing, as it brought two mammoth entities together.

Speaking with Sports Pro Media, Barnett, who was in the role from 2017 to 2020 with Liberty Media, spoke about the global optics of the partnership that would start from the 2025 season:

“Putting the dominant brand [in Formula One] with the most successful racing driver currently on the grid – and, indeed, one of the greatest of all time – is a perfect match Ferrari generally commands amongst the highest prices on the grid from a sponsorship perspective, so this is certainly backing up why a brand should want to be involved with Scuderia Ferrari.”

“Ticket prices for promoters will go up and the entry price for sponsors across the board will rise because people will see a knock-on effect on the overall level of excitement and interest [with Hamilton at Ferrari],” he added.

With Hamilton's move away from Mercedes to Ferrari at the end of the 2024 season, key sponsors such as Tommy Hilfiger and Puma have also ended their respective deals with the German team, with German clothing giant Adidas coming in as the replacement for Puma in 2025, according to a report in The Daily Mail.