Williams Racing proudly welcomes premium travel goods brand Carl Friedrik as an Official Licensee, marking another milestone in the Grove-based Formula 1 team’s growing commercial portfolio. This latest partnership underscores the team’s ability to attract world-class brands as it continues its mission to return to the front of the grid.
The collaboration between these two British brands—both synonymous with precision and high performance—will introduce an exclusive co-branded travel collection at the start of the 2025 F1 season. The collection will include a meticulously designed cabin suitcase, backpack, and luggage tag, embodying the same lightweight materials and streamlined aesthetics that define motorsport at its highest level. Crafted with innovation at its core, the collection ensures that performance and elegance go hand in hand.
This announcement comes hot on the heels of another licensing deal for Williams Racing, reinforcing the team’s growing commercial momentum. Over the past year, major brands such as Built For Athletes, Pedal Mafia, Abercrombie & Fitch, SunGod, Coachbuilt Whisky, HalfScale Cars, and LEGO have all joined forces with the team, further amplifying its global appeal.
The Williams Racing x Carl Friedrik travel collection will be available for purchase online at carlfriedrik.com starting in mid-April 2025.
Luke Timmins, Director of Merchandise and Licensing at Williams Racing, expressed his enthusiasm for the partnership: “We’re delighted to welcome Carl Friedrik to the Williams Racing family. Expanding our lifestyle offering through collaborations like this allows us to engage with fans in new and exciting ways. With growing anticipation around our team’s ambition and momentum, we’re confident this collection will be well received by our global audience.”
Mattis Oppermann, Co-founder of Carl Friedrik, echoed the sentiment: “Williams Racing is a storied and respected team with whom we share a strong British heritage and a commitment to excellence. We’re excited to introduce this co-branded travel collection, which seamlessly blends our design philosophy with the cutting-edge precision of Formula 1. We believe this range will resonate deeply with both Carl Friedrik’s and Williams Racing’s audiences.”
With this collaboration, Williams Racing continues to extend its brand beyond the track, offering fans and consumers a taste of F1-inspired craftsmanship and innovation.
