Atlassian Williams Racing Teams Up With AllSaints To Launch Limited Edition Fashion Collection

Atlassian Williams Racing today welcomes iconic British fashion brand AllSaints to the team, in a new licensing deal that brings together cutting-edge motorsport and fashion with attitude.

The collaboration will see a limited edition collection launch ahead of the 2025 British Grand Prix, embodying style and performance.

The edit will consist of nine pieces, each fusing AllSaints’ signature style with the rich heritage of the British F1 team that boasts nine Constructors’ and seven Drivers’ World Championships to its name.

It draws inspiration from the fierce energy of race day, race suits from the Williams archive and AllSaints’ distinctive lens of muted tones, rebellious detailing and leather expertise. The collection includes utility driven outerwear, statement graphics and elevated off duty essentials with a focus on functionality, craftsmanship and renowned AllSaints aesthetics.

“We have brought together two worlds that thrive on edge, performance and identity," commented Catherine Jobling, COO, 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.

"The collaboration captures the intensity of Formula 1 and translates it into something wearable. Not just merch - but real design. We wanted the pieces to feel like the final lap - charged, focused and impossible to ignore.”

The collection will be available to purchase on the williamsf1.com, AllSaints.com, and at UK AllSaints retail locations from 30 June, as well as at exclusive Atlassian Williams Racing pop-up shops and Fan Zones.

The collaboration is the latest in a string of new licensing deals for Williams as the team continues to strengthen on and off track. AllSaints follows Carl Friedrik, Built For Athletes, Pedal Mafia, Abercrombie & Fitch, SunGod, Coachbuilt Whisky, HalfScale Cars and LEGO in joining forces with the team over the past year. And it reunites two innovative UK companies who last worked together in 2008, when AllSaints branding featured on the FW30 driven to two podium finishes by Nico Rosberg.

Luke Timmins, Merchandise and Licensing Director, Atlassian Williams Racing, added: “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.

"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.”