Lorraine Kelly
In a partnership that’s as British as queuing and complaining about the weather, Williams Racing has teamed up with sustainable sportswear trailblazers Reflo in a new two-year licensing deal, promising a future of faster fashion—minus the landfill.
The announcement sees Reflo become the Official Licensee, Official Supplier, and the exclusive provider of the Official Team Travel Kit for the 2025 season. That means everyone from mechanics to engineers and support staff will be decked out in eco-conscious kit as they traverse the globe’s 24-race, 21-country circus that is Formula 1.
“For Atlassian Williams Racing, this collaboration is about bringing together innovation, performance, and responsible design,” said Luke Timmins, the team’s Merchandise and Licensing Director. “Teaming up with Reflo allows us to deliver high-quality, stylish teamwear that meets the demands of elite motorsport while incorporating more sustainable practices. Together, we’re setting new standards for the sport and its global audience.”
This isn’t just a logo-on-a-shirt exercise. The Williams Racing x Reflo gear is crafted from recycled materials, with some pieces—like the Bohai and Sulu polo shirts—built using Reflo’s Reloop technology. That wizardry allows the garments to be fully recycled at the end of their life, meaning your pit crew polo won’t be haunting a landfill decades from now.
Reflo, still relatively fresh on the scene but already making waves in elite sport, sees the deal as a statement of intent.
“This is a pivotal moment for Reflo,” said CEO and Co-Founder Peter Philippou. “Joining forces with Atlassian Williams Racing allows us to showcase how sustainable design and cutting-edge performance can work together seamlessly, inspiring fans and teams alike. Aligning with such an iconic brand in Formula 1 is a huge milestone for us, cementing Reflo’s place as a leader in high-performance sportswear.”
The first drop—fittingly titled the ‘History Made’ collection—pays tribute to Williams Racing’s storied Formula 1 legacy: 114 wins, 9 Constructors’ titles, and 7 World Drivers’ Championships. It includes a crisp 100% cotton tee and a classic navy hoodie. More lines are already in the pipeline, scheduled to roll out through the 2025 season and into 2026.
This latest agreement slots nicely into a string of recent licensing coups for Williams, who have been flexing their commercial muscle with style-centric partnerships. Reflo joins a roster that already includes AllSaints, Undone watches, Carl Friedrik, Pedal Mafia, SunGod, and even LEGO—yes, brick by brick, Williams is building something big.
And it’s not just fashion that’s flying high. With Alex Albon and Carlos Sainz at the wheel, Williams Racing is enjoying its best start to a season since 2016, with genuine momentum building both on and off the tarmac.
Sustainable sportswear, revived team performance, and a legacy brand finding its groove again—if this partnership is any indication, the future of Williams Racing looks not just fast, but refreshingly green.
The full Williams Racing x Reflo collection is available now at reflo.com and williamsf1.com.
