- Lewis Hamilton drops the "Together We Rise" collection through his own label, +44, timed to Silverstone and his 20th F1 season.
- The range includes hand-sprayed hoodies and sweatpants, a suede-logo zip-up, and a sage green bomber with a "Still We Rise – Since 2007" graphic.
- Pieces are sold on plus44.world, with the "Still We Rise" phrase pulled from Hamilton's long-running motto.
- The launch adds to a packed 2026 for Hamilton, following campaigns with Genesys and Sanpellegrino.
Lewis Hamilton is marking 20 years in Formula 1 the way he knows best: through fashion. His label, +44, has launched “Together We Rise,” a Silverstone-timed collection built around resilience and fan connection reflecting the belief, resilience and collective energy that have defined his career across twenty years in the sport and beyond.
The drop leans into elevated streetwear: heavyweight hoodies, wide-leg sweatpants, a crewneck, and a nylon bomber, all in a muted palette of midnight blue, sage green, and butter yellow.
The standout pieces are a hand-finished midnight blue hoodie and matching sweatpants individually hand-sprayed with stars so no two are the same, and a sage green bomber carrying a “Still We Rise – Since 2007” graphic across the back, tying into Hamilton’s long-running rallying cry.
This is the latest move in a busy year for the seven-time champion. Hamilton recently starred alongside Charles Leclerc in a new Genesys campaign built around Scuderia Ferrari’s 2026 season, and fronted Sanpellegrino’s “Dinner Dialogues” campaign, reuniting with old friends over dinner.
+44 itself has been building since 2022, with Hamilton positioning it as a lifestyle brand rather than a one-off merch line. This marks its most personal drop yet, threading his career milestones directly into the product story.
Takeaways
Hamilton isn’t just wearing sponsor logos anymore; he’s building his own fashion IP, and “Together We Rise” shows he’s using his own platform to tell his story, on his terms, timed to his home race.
Does owning the brand give Hamilton more staying power than traditional endorsement deals? Will “Together We Rise” pull in fashion buyers who don’t follow F1? Could this Silverstone timing become an annual tradition for +44?
