Lewis Hamilton launches ‘Rodeo ‘25’, a Plus44 capsule inspired by Texan cowboy culture, available from 16 October in Austin and online.
Ahead of the Austin Grand Prix, seven-time Formula One World Champion Lewis Hamilton launches a limited-edition capsule from his brand Plus44, blending contemporary streetwear with the authentic essence of the American Southwest. Entitled ‘Rodeo ‘25’, the collection pays tribute to Texan cowboy culture, reimagining the rodeo legacy through a modern and sophisticated lens.
The line includes heavyweight overdyed zip-up hoodies, short and long-sleeved T-shirts, and shorts featuring vintage-inspired graphics such as retro Plus44 logos and wild horse illustrations. Standout pieces include a Rodeo Moto Jacket with seasonal embroidery, a crystal-studded rhinestone tank, and a kids’ tee starring Roscoe, Hamilton’s beloved bulldog, wearing a cowboy hat.
The driver himself expressed his enthusiasm for the project: “I really enjoyed creating this collection – it might be my favourite so far. It’s deeply inspired by the spirit of Austin, and I can’t wait for the fans to see it.”
Accessories complete the Western aesthetic, with trucker caps, washed denim hats, and a metal belt buckle reminiscent of traditional rodeo trophy belts. The collection will be available from 16 October at Plus44.world and at an exclusive pop-up at The Flower Shop in Austin, where visitors can take part in contests and enjoy a daily cocktail hour until 19 October.
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