AllSaints is shifting into high gear — the British fashion brand has partnered with the Atlassian Williams Racing Formula 1 team on a multiyear licensing deal. The first iteration of the partnership is a limited-edition collaboration to commemorate the upcoming 2025 British Grand Prix held in Silverstone, U.K. and is the Williams Racing team’s home race.
For the collection, a curated selection of nine pieces merges together style and performance — and taps into the deep-rooted heritage of the Grove, Oxfordshire-based team that holds nine Constructor Championships and seven Drivers World Championships under its belt.
You May Also Like
Related Articles
AllSaints drew inspiration from the adrenaline of race day, archival race suits from Williams’ history and the signature brand style of subdued tones, “rebellious” detailing and leather expertise. The brand said that utilitarian-driven outwear, statement graphics and off-the-track essentials were the major focal points for the collaboration — with functionality and craftsmanship at its core.
“We have brought together two worlds that thrive on edge, performance and identity,” said Catherine Jobling, chief operating officer at AllSaints. “The AllSaints aesthetic has always been about rebellion and individuality-pairing that — with the determination and dynamism of Atlassian Williams Racing — was a natural evolution.”
Jobling said that the collection’s goal was to capture the intensity of the sport to create a wearable product that goes beyond just merchandise and focuses on design. “We wanted the pieces to feel like the final lap-charged, focused and impossible to ignore.”
This also marks a reunion for the two U.K. companies. The brands last worked together in 2008; AllSaints’ branding was featured on the wing of the Formula 1 car and saw Nico Rosberg drive the car to two podium finishes that season.
“Atlassian Williams Racing is delighted to be teaming up with AllSaints for this collection, which perfectly embodies the relentless determination and innovation of the team as we battle back to the front of the grid,” said Luke Timmins, merchandise and licensing director of Atlassian Williams Racing. “F1 is increasingly at the intersection between sport and fashion — and with this AllSaints x Atlassian Williams Racing edit we look forward to showcasing this powerful blend of style, spirit and performance.”
Williams Racing team and its 2025 all-star driver lineup have deepened its ties to the world of fashion, beauty and lifestyle. Other notable deals for the team include Carl Friedrik and Abercrombie & Fitch. Meanwhile, driver Alex Albon has partnered with CeraVe, Liquid I.V. and Carlos Sainz is a brand ambassador for L’Oréal and Hackett London.
The AllSaints x Atlassian Williams Racing collaboration will be available for purchase on Monday at Williams Racing’s website, AllSaints’ website and U.K. stores and Atlassian Williams Racing pop-up shops and fan zones throughout the rest of the Formula 1 season.