Carl Friedrik, Williams Racing Sign Two-year Licensing Deal Ahead of Formula 1 Season Kick-off
- Carl Friedrik signs two-year licensing deal with Williams Racing to create collections based on Formula 1, expanding brand's color palette to white and navy.
LONDON— Brands are gearing up for the races as the Formula 1 season kicks off on March 14 at the Australian Grand Prix.
Luggage brand Carl Friedrik has signed a two-year licensing deal with the British F1 team, Williams Racing, giving the brand access to create collections based on the racing sport.
More from WWD
The luggage brand, which specializes in muted tones such as navy and brown, is expanding its horizon with Williams Racing's color palette of white and navy.
Williams Racing driver Alex Albon.
In the marketing campaign, Williams Racing drivers Alex Albon and Carlos Sainz are seen holding the carry-on luggage style from Carl Friedrik, but they will not be taking with them to the races as they require special cases that the brand is working on.
The collection will be sold online and at the Carl Friedrik store on Regent Street.
"We're pleased to welcome Carl Friedrik to the team and to expand our lifestyle offering to fans through this collaboration as excitement about our ambition and momentum continues to grow around the world," said Luke Timmins, director of merchandise and licensing at Williams Racing.
Theo James in "The Gentlemen."
The racing team is building its brand portfolio by also teaming with Built for Athletes, Pedal Mafia, Abercrombie & Fitch, SunGod, Coachbuilt Whisky, HalfScale Cars and Lego.
Paulina Lejarza, head of partnerships at Carl Friedrik, said the partnership will "deepen our connection to the motorsport world."
The luggage brand has already made a name for itself after being featured on hit HBO shows such as "Succession" and "The White Lotus," as well as Netflix's " The Gentlemen " starring Theo James.
Best of WWD
Sign up for WWD's Newsletter . For the latest news, follow us on Facebook , Twitter , and Instagram .
