Hackett continues Aston Martin link into F1 comeback year

By

Sandra Halliday

Published
Mar 23, 2021

Hackett London has renewed its long-term partnership with Aston Martin as the luxury car marque returns to Formula One.

They’ve had a 17-year relationship already (making Hackett Aston’s longest partnership) and the Aston Martin F1 move makes now a good time to be associated with it. The deal means Hackett London is the exclusive Travelwear and Officewear Supplier for the Aston Martin Cognizant Formula One Team, outfitting drivers Sebastian Vettel and Lance Stroll, as well as the rest of the team, with travel and office clothing.

And the label will continue its Aston Martin Racing by Hackett collection for SS21.

Hackett’s new licensing contract with Aston Martin Lagonda runs until 2024, which will mark 20 years of the collaboration.

Aston Martin has been through a number of both ups and downs during the course of the relationship, but 2021 could be an up year following new investment that the listed company attracted and that F1 comeback. It will be the first time Aston Martin has taken part in the F1 calendar in over 60 years, which is a huge publicity opportunity in itself.

As mentioned, Hackett London will continue its Aston Martin Racing by Hackett collection for SS21, “offering a range of premium clothing designed and crafted for modern men with a passion for automotive and racing”. Launching this month, it includes casual outerwear, elevated technical polos and “the ultimate backpack”. There are gilets, windbreakers, and a black tapered sweatpant too. 

Marek Reichman, Aston Martin’s Executive VP and Chief Creative Officer said: “This partnership has stood the test of time because it is based on shared values and vision.”