"As Formula One returns to Texas for the Austin Grand Prix, seven-time World Champion Lewis Hamilton is bringing more than just racing excitement to the Lone Star State. Through his lifestyle label Plus44, Hamilton has unveiled a new limited-edition collection titled "Rodeo"-a spirited fusion of Western Americana and modern streetwear that celebrates Texas ' cowboy culture while staying true to the brand's urban sensibility."
"Inspired by the spirit of Texas and the energy surrounding the Austin Grand Prix, the collection channels the aesthetics of classic cowboy attire through the lens of global street culture. "I really enjoyed putting this collection together - it might be my favourite so far! It's very much inspired by the spirit of Austin, and I'm excited for the fans to see it," Hamilton shared."
Formula One's return to Austin coincides with Plus44's launch of a limited-edition "Rodeo" capsule that merges Western Americana with contemporary streetwear. The collection honors Texas cowboy culture while maintaining an urban sensibility and debuted just ahead of the race weekend as a tribute to Austin's cultural identity. Designs incorporate vintage-washed graphics, hand-detailed embroidery, and reimagined Western motifs filtered through global street culture. The lineup emphasizes adventure, freedom, and individuality. Hamilton positions Plus44 as an outlet for creativity beyond racing, using each drop to express facets of identity through fashion, art, and activism.
Read at stupidDOPE | Est. 2008
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