A VIEW INTO VINTAGE LOGOS

Credit: Phipps / Sutton

As time in our sport has passed, the lust for sleeker, refined and desirably futuristic design has, and will forever continue to evolve. As a result, the motifs and colors decked on each car today have replaced those from older generations, appearing seemingly bolder and more calculated at present than their colorful, playful predecessors. Our classic garments pay homage to the striking graphics from an era of simplicity, whose origins and impact tell a story of their own.

During the inaugural years of Formula One, in times before flamboyant car liveries roamed the track, there were no sponsors displayed on any of the bodywork as the FIA (Fédération Internationale de l’Automobile) had initially banned them. This would change some years after, however, when the logos of each car’s component providers would gain marginal recognition appearing on the overalls of drivers; thus, enter the dawn of sewn patchwork and our inherent source of inspiration.

In the prime era which saw the Championship rapidly commercialized, the palette of 70’s and 80’s racing was a definitive timestamp as well as an oasis for since extinct, and presently taboo brands; most prominently tobacco producers such as Marlboro (until 2006). However, in contrast of today, the famed white peak-over red logo is recognized for transmitting vibrancy and individuality across the paddock, conceiving one of several iconic figures in the Marlboro Man - whom once roamed trackside and posturized coated in his signature colors, now re-incapsulated through our SW28. OFF-WHITE sweatshirt.

Jointly featured on other cars were American name Champion, noted for their spark plugs but more so for their bold and contrasting logo, sponsoring Alfa Romeo, Arrows and ATS. While no boisterous sponsor per say, albeit ever-present throughout the 1980’s, it unsuspectingly resurfaced in the 2019 blockbuster flick ‘Once Upon a Time in Hollywood’, appearing printed on the t-shirt of Cliff Booth portrayed by Brad Pitt, and so briefly igniting a post-release statement in fashion. Another one of our concurrent favorites, as seemingly shared with the community due to its popular demand; the unique and timeless Michelin logo. The racing decal has been repurposed for less intensive driver wear, whose curved and spacious helmet design, along with its peering eyes highlight our SW26. GREY SWEATER EYES sweatshirt.

In essence, the rapid nature of Formula One’s evolution has prompted more contemporary finishes to complement and carry forth modern appeal (moreover financial requirements), with technology being the primary catalyst for this shift in tone and brand positioning, and so ultimately the demise of the most classic, contrasting designs adorned by dated yet triumphed cars.

 


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