AllSaints x Atlassian Williams Racing: Where Fashion Meets Formula 1

When style meets speed, the result is something truly electric. This summer, AllSaints is revving up for one of its most exciting collaborations yet, teaming up with none other than Atlassian Williams Racing, one of the most iconic names in Formula 1. It is a partnership that fuses fashion and motorsport, rebellion and innovation, edge and elegance.

Launching on 1st July, the limited-edition AllSaints x Atlassian Williams Racing collection brings together the spirit of the racetrack with AllSaints' unmistakable design language. Think utility-led outerwear, washed graphics, and the kind of laid-back yet statement essentials that the brand is known for. But this time, there is an added dose of horsepower running through every piece.

The collection consists of nine carefully crafted pieces, each blending the energy of Formula 1 with AllSaints’ moody palettes and textural expertise. Drawing inspiration from archival race suits, the high-octane tension of race day, and the mechanical beauty of motorsport, the collaboration manages to capture a moment where fashion is not just watching from the sidelines but getting into the driver’s seat.

Expect neutral tones, engineered silhouettes and subtle nods to the track, all while retaining AllSaints' signature ruggedness. This is not throwaway merch. It is wearable design, made to reflect identity, edge and purpose. You will find functional details, elevated materials and a focus on fit and finish that speaks to both worlds, the performance-driven realm of Formula 1 and the street-smart confidence of modern fashion.

As Catherine Jobling, Chief Operating Officer at AllSaints, puts it…

"We have brought together two worlds that thrive on edge, performance and identity. 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."

This collaboration also marks a significant move for AllSaints as a lifestyle brand. By aligning with Williams Racing, the brand is not only tapping into one of the fastest growing lifestyle trends, the merging of sport and fashion but also positioning itself at the heart of cultural relevance. Formula 1 has become more than just a sport. It is a global movement, a spectacle that touches fashion, music, tech and luxury. AllSaints is stepping into that world not as a visitor, but as a participant.

Luke Timmins, Merchandise and Licensing Director at Atlassian Williams Racing, shared his enthusiasm for the project.

"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."

The collection will be available at AllSaints.com, select UK retail locations, and through Williams Racing’s e-commerce platform. Fans can also expect pop-up shops, behind-the-scenes content, competitions and immersive experiences, all designed to celebrate this new fusion of style and speed.

AllSaints x Atlassian Williams Racing goes live 1st July. Set your reminders. The final lap is approaching.