Levi’s and McLaren Racing Launch Second Capsule Collection During the Austin Grand Prix
Levi’s has announced its second capsule collection, in collaboration with McLaren Racing — launching to coincide with this year’s Austin Grand Prix.
The brand said its collaboration with the racing team has “reimagined its most beloved garments while honoring its heritage.” After launching the first collection during the British Grand Prix this past July, the latest Levi’s collection features the aesthetics and speed of the modern racing era — McLaren’s Formula 1 team is currently leading the 2024 Constructors World Championship with 516 points.
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McLaren’s Formula 1 drivers Lando Norris and Oscar Piastri once again star in the collection campaign imagery at the McLaren Technology Center headquarters located in Woking, U.K. — with the team’s trophies, race cars and previous race cars peeking in the background.
Curtis Hanlon, vice president of global marketing at Levi’s, said that the launch of the first collection was a “connection to the origin and heritage of McLaren Racing.”
Now the company is leaning into the “modern iteration of the partnership,” while simultaneously nodding to the traditional codes of racing culture to help reimagine Levi’s beloved garments. The golden racing era of the ‘80s is a major source of inspiration, with the collection featuring graphic Ts featuring classic McLaren cars and racing gloves inspired by McLaren Racing’s vintage graphic posters.
The collection also features its Track Trucker, Sports 501® Jeans, Speed Trucker, Speed Jeans, Second Skin, Fleece Hoodie, Constructors Tee and Speed Bandana.
“With the second collection leaning into a modern iteration of the partnership, we felt the U.S. Grand Prix in Austin — the largest attended Grand Prix on the circuit — was the perfect moment to drop our second collection,” Hanlon told WWD. “Austin offers a unique experience with a very engaged consumer — the Formula 1 fan but also the Levi’s fan.”
Hanlon said that as a company, Levi’s is constantly finding new ways to innovate their favorite classic styles like its Sports 501® Jeans, in the same way McLaren Racing team is continuously elevating its cars.
“This collaboration brought us the opportunity to tap into the deep-rooted history of both of our brands, allowing us to tell a new story together,” said Hanlon. “With a partner like McLaren, we were able to think through not only product in a unique way, but also how a brand like Levi’s can show up in a completely new space like Formula 1.”
McLaren has been a major player in the fashion space with partnerships including a multiyear deal with Reiss and capsule collections with Abercrombie. McLaren has also continued to partner with Jack Daniel’s and Bowers & Wilkins. This year, country stars Shaboozey and Brothers Osborne will be performing at the Austin iteration of Jack Daniel’s Garage on Oct. 19.
The second Levi’s x McLaren Racing collection launches globally on Oct. 17 and is available for purchase on Levi’s website, the Levi’s app and in select Levi’s stores.
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