The new Plus44 capsule reimagines Ralph Steadman’s iconic visual chaos through an urban lens, celebrating the psychedelic spirit of Las Vegas.
Lewis Hamilton, seven-time Formula 1 world champion, once again pushes the boundaries of his lifestyle label Plus44 with one of his most ambitious collaborations to date. Under the name ‘Vegas Daze’, the brand teams up with legendary British illustrator Ralph Steadman – famed for his artwork for the novel ‘Fear and Loathing in Las Vegas’ by Hunter S. Thompson – to create a capsule that blends visceral art with contemporary fashion.
The collection draws directly from the chaotic, countercultural universe of the 1971 book. Steadman has produced new, never-before-seen works and fresh interpretations of some of his visual hallmarks exclusively for Plus44. “Ralph’s work is bold and fearless, exactly the energy we wanted to convey. It’s an unexpected collaboration in the best possible way,” Hamilton explained.
On the apparel side, the capsule embraces a psychedelic, desert-inspired aesthetic. Highlights include short- and long-sleeved T-shirts featuring the new commissioned graphics, tie-dye pieces layered with the motto “Still We Rise”, kaleidoscopic printed shirts, and blue-toned swim shorts inspired by the Nevada landscape. The edit also includes oversized hoodies and a black zip-up jacket, all stamped with special logos created by Steadman.
Accessories complete this creative universe: a set of custom dice featuring the artist’s sketches, an acid-yellow beach towel, and red and yellow visors echoing the colour palette of the cult film.
The ‘Vegas Daze’ collection will debut at an exclusive pop-up in Las Vegas from 19 to 22 November, before launching globally on Plus44.world.
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