Lewis Hamilton Launches Fashion Collaboration with Japanese Artist Hajime Sorayama

Seven-time Formula 1 champion Lewis Hamilton is gearing up for the Japanese Grand Prix in more ways than one. After finishing fourth on the timesheet during FP1, Hamilton has set his sights on more than just racing this weekend. The Mercedes driver unveiled a new clothing line under his personal brand, +44, ahead of the race weekend at Suzuka.

A Mix of Hamilton’s Signature Style and Japanese Artistry

Hamilton, who has a deep-rooted passion for fashion, released the INFINITY collection in collaboration with Sorayama. This partnership, which began two years ago, blends Hamilton’s signature style with the unique Japanese art style of Sorayama. The collection includes hoodies, hats, bomber jackets, and even a skateboard deck, all featuring strong +44 branding and the iconic chrome robotic unicorn motif.

Expressing his gratitude on Instagram, Hamilton thanked Soroyama for their continued collaboration in Tokyo. “Always a pleasure, @hajimesorayamaofficial. Thank you for welcoming me to your studio again and for the work on our second collab.” Hamilton shared that he and Sorayama share a love of fashion and car culture, which inspired this collection. He added, “I think you can really see that in the chrome graphics and in the car accessories we created.”

Hamilton’s fascination with fashion dates back to 2010. Transforming from suits to more experimental outfits, the driver’s style has been a topic of discussion as he incorporates his fashion choices into race weekends. Over the years, Hamilton has collaborated with several significant fashion brands, including Tommy Hilfiger in 2018, becoming a brand ambassador for Dior in 2024, and this year, joining Lululemon as their newest ambassador.

Speaking about his partnership with Lululemon, Hamilton said, “Lululemon product is such high quality, looks amazing, and ultimately delivers the performance I need it to. 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, the collection is on the pricier side. However, it’s worth noting that a portion of the profits goes to Mission 44, Hamilton’s charitable foundation focused on building a more inclusive education system.