PUMA x MERCEDES AMG F1
Overview:
RÆBURN collaborated with the MERCEDES-AMG PETRONAS F1 TEAM and PUMA to create a distinctive motorsport-meets-lifestyle collection that blends sustainable fashion with high-performance engineering. The partnership resulted in the innovative use of Nomex®, a racewear material, in streetwear apparel and the creation of limited edition VELOPHASIS and SPIREX sneakers. The collection also featured highly exclusive MASTERPIECES — unique RÆMADE styles crafted from suits worn during the 2022 season by Lewis Hamilton, George Russell, and their mechanics.
Approach:
The collaboration leveraged RÆBURN's upcycling expertise, MERCEDES-AMG PETRONAS F1 TEAM’s advanced engineering capabilities, and PUMA's heritage in sportswear to create a collection that marries sustainability with cutting-edge design. This unique project introduced Nomex®, traditionally used in motorsport, into the realm of streetwear, exemplifying a radical fusion of performance materials with everyday fashion. The limited edition MASTERPIECES were crafted from upcycled racewear and mechanics' suits from the 2022 season, highlighting a commitment to responsible design and innovation.
Services:
Creative Direction and Design: Led by RÆBURN’s Founder & Creative Director Christopher Ræburn, the team conceptualised and developed the design direction, ensuring the fusion of motorsport and lifestyle was seamlessly executed.
Upcycling Expertise: Utilising RÆBURN’s RÆMADE, RÆDUCED, and RÆCYCLED principles, the collection repurposed racewear into wearable fashion pieces, maximising the use of sustainable materials.
Collaboration Management: Coordinating with the MERCEDES-AMG PETRONAS F1 TEAM and PUMA, RÆBURN managed the collaboration process from conception to final product delivery, ensuring all stakeholders’ values were represented.
Retail Activation and Event Coordination: A dynamic launch event at PUMA's London flagship store featured live upcycling workshops with Lewis Hamilton and George Russell. RÆBURN organised and executed the event, including a Q&A session to engage fans and highlight the collection's ethos of sustainability and innovation.
Conclusion:
The partnership between RÆBURN, the MERCEDES-AMG PETRONAS F1 TEAM, and PUMA resulted in a collection that stands at the intersection of fashion, motorsport, and sustainability. This project showcased the potential of upcycling and sustainable design practices within high-profile collaborations, pushing the boundaries of what responsible fashion can achieve. As RÆBURN celebrates its 15th anniversary, this project represents a significant milestone in its ongoing mission to disrupt, innovate, and inspire through Responsible Design.
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