Lewis Hamilton is readying himself for the Japanese Grand Prix in more ways than one. The seven-time Formula 1 champion finished fourth on the timesheet by the end of FP1 behind his team-mate Charles Leclerc, starting his weekend with purpose. But this weekend his focus is on more than racing, as he unveiled a new clothing line under his personal brand, +44.
Hamilton, deeply engrained into the fashion industry, released the new +44 x Sorayama collection ahead of the race weekend in Suzuka, continuing a partnership with the Japanese artist that started two years ago. The INFINITY collection sees a mix of Hamilton’s signature style with Japanese art style.
From hoodies to hats and bomber jackets, mostly with a black base colour and strong reds, the collection boasts strong +44 branding and the signature motif of a chrome robotic unicorn. For the first time, the collection also includes a skateboard deck.
The Ferrari driver thanked Soroyama on Instagram, flaunting the new collaboration in Tokyo.
“Always a pleasure, @hajimesorayamaofficial. Thank you for welcoming me to your studio again and for the work on our second collab.”
“He and I share a love of fashion and car culture too, which inspired this collection,” Hamilton said on the partnership. “I think you can really see that in the chrome graphics and in the car accessories we created.”
Lewis Hamilton, Ferrari
Photo by: Steven Tee / Motorsport Images
Hamilton began enjoying fashion in 2010. Moving from suits to more experimental outfits, the driver’s look has been continuously discussed as he started integrating his fashion choices into race weekends. He’s also held several partnerships with substantial fashion brands over the years. He collaborated with Tommy Hilfiger in 2018, became a brand ambassador of Dior in 2024, and this year, he joined Lululemon as their newest ambassador.
“Lululemon product is such high quality, looks amazing, and ultimately delivers the performance I need it to,” Hamilton said in a statement. “I’m excited to partner with a brand that embraces a holistic approach to wellness. Together, we want to inspire our communities to be the best versions of themselves.”
With prices ranging from £14 for a sticker set to £233 for a jacket, it’s certainly on the more expensive side of things. But it must be noted that a portion of the profits goes to Mission 44, Hamilton’s charitable foundation focused on building a more inclusive education system.
