Formula One driver Lewis Hamilton is set to launch his own eyewear capsule collection for Police as part of the brand’s sponsorship deal with the British driver’s Mercedes-AMG Petronas Motorsport racing team.
Eyewear brand Police, owned by Veneto-based manufacturer De Rigo, stated that the brand’s logo would be visible on both sides of the helmets of drivers Lewis Hamilton and Valtteri Bottas and in the pit garage, as well as appearing on the team’s marketing activities.
In addition, Hamilton, who is a Formula One five-time World Champion, will debut a capsule collection of glasses, as the brand states that he is known for using “eyeglasses as one of his distinguishing style accessories”.
Massimo De Rigo, executive vice president of the De Rigo Group, said in a statement: “We are extremely proud of this prestigious collaboration between Police, our house brand which we value particularly, and Mercedes-AMG Petronas Motorsport, the historic Formula 1 team.
“Our determination to work with Lewis as both a brand ambassador and designer presented a unique opportunity to join Police to the sports world once again, and we are proud to be partnering with the strongest team in one of the most popular sports in the world.”
A preview of the Hamilton collection will be presented during the July edition of the British Grand Prix, while the full lineup is expected to make its debut in September.
“It’s great to welcome Police to Mercedes-AMG Petronas Motorsport,” said Toto Wolff, Team Principal & CEO. “We’re delighted to partner with a brand that embodies high quality and attention to detail – two characteristics which are incredibly important in our sport. This partnership demonstrates the growing interest of lifestyle brands in the team, which underlines the great appeal of Formula 1 as a marketing platform.”
“This is proving to be a huge year for Police and our profile in global travel retail is building extremely well as a result,” says Alessandra Piccin, De Rigo Duty Free & Licensor Boutiques Sales Manager . “This new collaboration with Lewis Hamilton & Mercedes-AMG Petronas Motorsport gives us another fantastic opportunity to create brand awareness and engage with travellers from across the globe. We are discussion with a number of retailers regarding distribution with supporting promotions and activation support, details of which will be announced in due course.”
This isn’t Hamilton’s first foray into fashion, the Formula 1 driver launched a fashion collection with Tommy Hilfiger for autumn/winter 2018, which was also an extension of the designer brand being named the official apparel partner for Mercedes-AMG Petronas Motorsport.
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Paris Fashion Week is always a vibe. So many people from different walks of life, a great place to gain inspiration and ideas for future thinking. I’m wearing my first glasses collection that I designed with Police. I’m excited for you to see. Coming very soon. @policelifestyle
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