Celebrating the latest drop of PUMA x Mercedes-AMG PETRONAS F1 Team x RÆBURN, the global sports company today welcomed Mercedes-AMG PETRONAS F1 Team drivers Lewis Hamilton and George Russell, in a one-off special event on 3rd July 2024.
PUMA were joined by the racing drivers and RÆBURN in an experience, with a live Q&A, a live upcycling performance and was a chance for PUMA, Lewis Hamilton, George Russell and the designer himself, Christopher Raeburn, to engage with fans in soho this afternoon.
Both F1 drivers attended the event in representation of Mercedes-AMG PETRONAS Formula One Team and were also joined by RÆBURN, the innovative London-based creative studio known for repurposing surplus materials.
The dynamic partnership amplifies the upcycling ethos of RÆBURN, using race-worn suits from the Mercedes-AMG PETRONAS Formula One Team to create elevated pieces. Combined with PUMA’s rich sporting heritage, this collaboration creates a groundbreaking collection that seamlessly blends motorsport engineering with cutting-edge fashion design.
On the collaboration, the designer Chris Raeburn said, “2024 is RÆBURN’s 15th anniversary and our project with PUMA and Mercedes-AMG PETRONAS Formula One Team brings with it enormous pride; we’ve been able to bring the very best of our Remade, Reduced and recycled ethos to two incredible brands and the outcome is a radical move on from anything we’ve ever worked on before. From the Remade masterpieces, crafted in our East London studio through to the broader collection, manufactured in close partnership with Puma each item in the range has a special story and a reason for being. At RÆBURN we’ve always looked to disrupt, innovate and inspire and I’d like to think this project really pushes our focus on Responsible Design further than ever before”
Joining PUMA just days after his Grand Prix win in Austria, George Russell said, “It’s so exciting to see part of my race suit repurposed within each piece of the collection. I’m always inspired by the process of upcycling so it was great to see the fans on Carnaby Street just as excited about the collection as I was.”
Lewis Hamilton also added, “Representing Mercedes-AMG PETRONAS F1 Team at PUMA’s flagship store along with George was a great experience. We got to see a live upcycling workshop hosted by Chris Raeburn which really brought the collection to life.”
In the PUMA x Mercedes-AMG PETRONAS F1 Team x RÆBURN collaboration, the hero masterpiece jacket remade from an original race-worn Nomex® driver suit from Lewis Hamilton at the Spanish Grand Prix in August 2020, will be auctioned off online with all proceeds going to charitable causes. This is a unique item made only for this occasion.
