When History Becomes Cultural Currency
F1 partners with Selfridges London to sell heritage
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Formula 1 is doing what all sports should do: turn history into cultural currency.
For its 75th anniversary, Formula 1 has partnered with Selfridges to launch a limited-time takeover of the Oxford Street Corner Shop.
The “75 Years in Motion” pop-up features archival pieces, including 1980s Benetton Group x Autopolis jackets, 1990s Ferrari gear, Nigel Mansell memorabilia, and exclusive TAG Heuer timepieces, such as a 1974 Silverstone and a 1976 Cavallino desk clock.
F1 Chief Commercial Officer, Emily Prazer, said, “Fashion has played an integral role in F1’s story over the years, and so launching this exciting first together with Selfridges is a natural fit.”
As F1 continues to expand and reach new audiences, a collaboration like this demonstrates how the grid has become a cultural and style-savvy platform.
If you're tracking the business of motorsport—not just the lap times—this is the moment to stay sharp. The politics are intensifying, the money is flowing, and the stakes are higher than ever.
