Carl Friedrik x Atlassian Williams F1 Team: Introducing Grove
Just 80 pieces of each style – once they’re gone, they’re gone
Published
22 OCT 2026
Est. reading time
1 min
Grove, a new travel goods collection inspired by our golden era, is now available from our official licensee, Carl Friedrik. It’s been designed in partnership with Atlassian Williams F1 Team, and each style is limited to just 80 units.
Built on heritage
The collection draws on the look of Williams and Formula 1 in the 1970s to the 90s. The palette is chestnut and cream, with a racing stripe running through the range. A reimagined version of Frank Williams’ famous ‘Forward W’ logo, first introduced in 1977, completes the look.
The range
Grove Backpack
Grove Weekender
Grove Passport Sleeve
Grove Luggage Tag
Co-designed, made to last
The collection brings together British engineering expertise from both partners, with lasting quality in mind. It’s made for motorsport fans and quality-obsessed travellers alike. Every style is capped at 80 pieces, and the bags carry 1/80 leather detailing, so you know exactly which piece you own.
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© 2026 The Williams Group, under licence to Williams IP Holdings LLC
Williams Grand Prix Engineering Services LLP, a limited liability partnership registered in England and Wales with company registration number OC456938 and whose registered address is at Station Road, Grove, Wantage, Oxfordshire, OX12 0DQ.
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