Reiss goes into the sporting world with its latest partnership.

The British fashion label announced on Wednesday it’s embarking on a multiyear partnership with the McLaren Racing Formula 1 team. The partnership makes Reiss the official travel partner of the racing team. 

“We share most of the same brand traits as McLaren, which made this partnership feel so authentic. We’re two iconic British brands with a give attention to precision craftsmanship,” said Reiss chief executive officer Christos Angelides. “At Reiss, we’ve got all the time been focused on dressing our customers for each occasion of their lives. They know that Reiss might help them to really elevate their wardrobe and with that comes confidence, presence and elegance. We see these same attributes in F1. With their global travel from race to race, we know the way vital it’s for the teams to feel and look their highest, and this plays into the strengths of Reiss and the ambition of McLaren and subsequently we consider there may be a natural synergy between the 2 brands with this partnership.” 

The partnership will kick off this season with the McLaren racing team sporting Reiss’ spring 2023 collection during their travels and races. 

“We would like to empower the prolonged McLaren team with an elevated style and confidence that prepares them for each journey throughout the season,” Angelides continued. “It brings Reiss a recent audience to have interaction with at a time when the game is on such an outstanding rise and our ambition is to make use of the brand new partnership to have fun the highest of British product and elite performance.”

The partnership comes at a time that the McLaren team has been increasingly involved in the style world. Last month, the racing team inked a cope with sporting goods company Mitchell & Ness to create three limited-edition merchandise collections. 

Also last month, Tumi tapped McLaren driver Lando Norris to be the face of its “Unpack Tomorrow” campaign, which also celebrated the racing team.