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+44 by Lewis Hamilton revs up fashion engine with new Home Turf collection

The four-piece capsule collection was designed by Nigerian artist Leonard Iheagwam, known as SOLDIER.

Por: Alejandro Carrillo
Home Turf Collection / Photo via +44
Home Turf Collection / Photo via +44

Lewis Hamilton is firing up the engines of urban fashion on the occasion of the home race at the Silverstone circuit. His brand, +44, launches the Home Turf collection, available on the Plus44 World website and at Selfridges, London.

 

This new release features a four-piece capsule designed by Nigerian artist Leonard Iheagwam, known as SOLDIER. The collection offers variety, from zip-up hoodies to a reversible Alpha bomber jacket, a football jersey, sports shorts and t-shirts. Accessories such as tote bags, key rings and bandanas are also included.

Home Turf Collection / Photo via +44
Home Turf Collection / Photo via +44

“I’m excited to share the ‘Home Turf’ collection with everyone before my home race,” said Lewis Hamilton. “This launch is particularly special to me as it merges sport, art and self-expression, while celebrating the creative spirit of one of my favorite cities: London. SOLDIER is a powerful artist, a true testament to that creative spirit, and it has been amazing to work with him on this collection.”

 

Home Turf Collection / Photo via +44
Home Turf Collection / Photo via +44

Nostalgia and fashion

The collection plays with nostalgia. Some garments feature photos of Lewis Hamilton’s childhood, while others are dyed in his signature purple and neon green combo. The pieces designed by SOLDIER, for their part, show two graphics on a zip-up hoodie, a black crewneck t-shirt, a vintage t-shirt and a tote bag.

 

“This collection was dedicated to the intersection of art, fashion, sport and cars; inspired by a driver like Lewis, who somehow represents and has similarities to my story and practice, so inspiring myself in him came naturally,” explained SOLDIER. “For me, this collaboration has focused on a combination of cultures and past moments, which is integral to my work and is reflected in the pieces. It is a melting pot of worlds and ideas, and that is why I live.”

 

Home Turf Collection / Photo via +44
Home Turf Collection / Photo via +44

The launch of Hamilton’s collaborative collection, titled “Home Turf”, celebrated his home race at Silverstone. The four-piece capsule is designed by Nigerian artist Leonard Iheagwam.

About +44

+44 is an apparel and lifestyle brand founded by Formula 1 driver Lewis Hamilton. The brand launched in 2021 with the aim of reflecting Hamilton’s personal style, which combines elements of streetwear, sportswear and luxury.

 

It offers a wide range of products, including clothing, footwear, accessories and homeware. Clothing is designed to be comfortable and stylish, with a focus on quality and sustainable materials. Accessories include hats, bags, sunglasses and jewelry. Homeware includes blankets, candles and fragrances.

 

Home Turf Collection / Photo via +44
Home Turf Collection / Photo via +44

It is inspired by Hamilton’s passion for fashion, design and innovation. The brand believes in the importance of self-expression and individuality. It is also committed to sustainability and social responsibility.

+44 has been well received by Hamilton’s fans and fashion lovers in general, and has been praised for its unique style and commitment to sustainability. +44 has collaborated with other brands such as Tommy Hilfiger and Barneys New York.

We hope you enjoyed this article about +44, If you did, please share it with others. You might also be interested in reading our article about EX TERRA, or browsing other reviews in our Luster English section.

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