Williams Racing transformed the historic One Marylebone venue into an immersive motorsport experience on January 20, as the legendary Formula 1 team partnered with New Era to debut their 2026 team kit collection. The invite-only event brought together drivers Carlos Sainz and Alex Albon alongside Team Principal James Vowles for a celebration that merged racing heritage with contemporary streetwear culture, attended by prominent creatives and influencers.
The striking former church, built in 1826, provided an atmospheric backdrop for the collaboration between two historically rich brands. Williams, boasting 114 grand prix victories, nine Constructors’ Championships, and seven Drivers’ Championships, joined forces with New Era, the clothing company established in 1920. The venue featured dramatic displays including a suspended Williams F1 show car overhead and recreated team garages complete with authentic racing data screens, while even the bar’s ice cubes bore branded logos from both companies.
New Era’s comprehensive apparel collection, designed specifically for the demanding travel and performance requirements of Formula 1, will outfit drivers, engineers, and team personnel throughout the upcoming season. The range encompasses both men’s and women’s fits with an extensive headwear selection including 9FORTY, 9FIFTY snapbacks, 59FIFTY caps, bucket hats, and beanies. Design elements from the collection were incorporated into a fan-voted FW48 testing livery showcased during the team’s Silverstone shakedown.
Team Principal James Vowles addressed the crowd with enthusiasm about Williams’ storied past and future aspirations, stating his pride in the team’s championship legacy while emphasizing his commitment to building upon it. The evening’s most popular attraction proved to be the customization station where guests could personalize their Williams x New Era merchandise, creating unique collector’s items that generated lengthy queues throughout the event. The initiative aligns with Williams’ “Creating the Culture of Speed” campaign, designed to expand the team’s cultural influence beyond the racetrack.