Tommy Hilfiger, Mercedes-AMG Petronas F1 Team, Awake NY launch co-created collection

By

Jennifer Braun

Published
May 6, 2023

Tommy Hilfiger has teamed up with Mercedes-AMG Formula One Team and New York streetwear brand Awake NY to co-create a collection and campaign. 

Dubbed 'Tommy x Mercedes-AMG F1 x Awake NY' and launching ahead of the Miami Grand Prix, the collection offers a range of motorsport-inspired lifestyle pieces that combine Awake NY’s founder Angelo Baque’s street-style sensibility with Tommy Hilfiger’s signature prep aesthetic. 

In particular, the collection features seven gender-inclusive styles including t-shirts, long-sleeves, polos, baseball jerseys and rugby shirts. Characterizing the collection are the Tommy, Awake NY and Mercedes-AMG Petronas F1 Team logos. Meanwhile, colorways include Tommy’s signature red, white and blue, while the Mercedes-AMG F1 pieces showcase the core team palette of black and white highlighted with volt green.

It launches with a campaign that follows stories of the grit, determination and spirit that inspired F1 champion Lewis Hamilton, Grand-Prix winner George Russell and Baque, as well as Hilfiger, on their individual journeys, and features Mercedes-AMG Petronas F1 Reserved Driver, Mick Schumacher. 

The campaign was photographed by Adrienne Raquel, and video content was captured by Anthony Prince Leslie.

“I have been an F1 fan since I was a kid, and we’ve been breaking conventions in our partnerships with the sport since the ‘90s,” said Hilfiger. “With this collaboration, we wanted to continue to innovate with both design and an inclusive spirit to create a bold new perspective for the next generation of race-goers.”

Likewise, Baque has been an immense admirer of Lewis Hamilton and fan of Formula 1, and aimed to lend his design values and ethos to the community, culture and city of Miami in celebration of its Grand Prix weekend.

“My visit to the Tommy archive sparked the nostalgia of my youth and inspired much of my approach to this collection,” said Baque.

“My desire was to authentically interpret streetwear and Americana. Never in a million years did I think this Ecuadorian kid from Queens, NY, would be designing pieces proudly worn by Lewis Hamilton, George Russell and Mercedes-AMG F1. Seeing Tommy, Lewis and myself working together on this project is important for the younger versions of ourselves to understand representation matters.”