Behind the Scenes of the Williams and New Era 2026 Team Kit Launch

An electrifying fusion of motorsport and streetwear culture took center stage at the Williams Racing and New Era 2026 team kit launch in London. Fashion and Lifestyle contributor Esme Buxton provides an exclusive look inside the highly anticipated event, where Formula 1 heritage collided with cutting-edge fashion at One Marylebone, a striking former church in central London.

The winter break may feel long for eager F1 fans, but with the Australian Grand Prix just around the corner, excitement is peaking. Williams’ team kit launch served as a vibrant pre-season highlight, bringing together drivers, team principals, influencers, and A-list guests for a celebration of racing, fashion, and lifestyle.

The Venue and Atmosphere

Held at One Marylebone — a historic church built in 1826 — the venue provided a powerful backdrop for the union of Williams Racing and New Era. Upon arrival, guests walked through a corridor lined with oversized portraits of drivers Alex Albon and Carlos Sainz, while pulsing beats from London-based DJ Keyrah set a modern, energetic tone.

Suspended above the space was a dramatic Williams F1 show car, creating a theatrical focal point. The blend of motorsport legacy and urban fashion culture was evident throughout, with appearances by stars such as TV personality Ollie Proudlock, model Pixie Geldof, photographer Anais Gallagher, and actor Jay Lycurgo. The guest list emphasized that this was not just a merchandise reveal, but a cultural event embracing F1’s growing influence in lifestyle and fashion.

The New Era Collaboration

The 2026 kit marks the debut collection in a new partnership between Williams Racing and New Era, known worldwide for premium headwear and streetwear. Designed for performance and travel, the kit will be worn by drivers, engineers, and team personnel during the season.

The range includes bomber jackets, bucket hats, beanies, and snapback caps — styles in both men’s and women’s fits. Design elements from the kit were also incorporated into the fan-voted FW48 test livery displayed at the team’s Silverstone shakedown.

The launch is part of Williams’ “Creating the Culture of Speed” campaign, aiming to expand the team’s cultural impact beyond the racetrack.

Team Voices on the Collection

Team Principal James Vowles spoke passionately about the team’s legacy: “I'm really proud of where we come from, we have nine Constructors’ Championships, seven Drivers' Championships. My job is to be proud of our legacy and build on it at the same time. The kit represents who we are as a team right now — proud of our history, confident in our identity and focused on the future.”

Christopher Koch, CEO of New Era, highlighted the cultural significance: “For New Era, identity and self-expression is part of performance. We will help to bring that to the Williams team, and we'll give the consumers something that they haven't had before — something exciting.”

Driver Alex Albon expressed his enthusiasm for the apparel: “I love the variety of this collection. I love the bomber jacket — I don't see many teams doing this kind of thing.”

Interactive Fan Experience

The event offered an immersive brand experience with recreations of Albon’s and Sainz’s garages, complete with real-time F1 racing data on large screens. The Williams x New Era apparel was displayed behind glass like museum pieces, elevating the merchandise to a collectible status.

A highly popular t-shirt printing station allowed guests to customize their shirts onsite — a hit that drew long lines throughout the evening. Even the event’s bar served drinks with branded ice cubes featuring the logos of Williams and New Era.

A Cultural Shift in F1

The collaboration reflects Formula 1’s broader evolution into lifestyle and fashion, moving beyond on-track performance to engage a new generation of fans. By partnering with a global lifestyle brand like New Era, Williams is positioning itself at the forefront of this cultural shift.

As the new season begins, these types of high-profile merchandising events are expected to become more common, with teams continuing to expand their reach through fashion-forward collaborations.