Formula 1's Streetwear Renaissance

Formula 1’s shift from couture sponsorship to streetwear relatability

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Formula 1 cars have never been accessible. They’re worth upwards of $20 million and, with a limited number crafted each season, are far and few between. That doesn’t stop spectators from wanting to test drive a championship-winning car.

The emergence of economical manufacturers in the sport helped bridge the gap between the viewer and the consumer. Fans can’t drive an energy drink, and most can’t scrounge up enough couch-cushion coins for a McLaren, but they can afford a Honda Civic and feel a bit of Red Bull’s championship-winning magic.

That same business model is paying off as F1 expands from Rolexes to streetwear.