Lewis Hamilton: Making His Presence Known Across Worlds

Is Lewis Hamilton the busiest man in racing? Since making his Formula 1 debut at the 2007 Australian Grand Prix, the racing driver has deftly balanced the gruelling demands of competing on circuits around the world with building and managing a portfolio of creative ventures that is steering his ambitions onto new tracks.

The high-profile pursuits, which span fashion, music and technology, build on Hamilton’s influence as a trendsetter. Beyond his past collaborations with brands such as Dior, Tommy Hilfiger and IWC Schaffhausen, he has also launched Plus44, his own fashion and lifestyle label that merges motorsport culture with streetwear.

Named after his iconic racing number, Plus44 has previously partnered notable artists such as Takashi Murakami, Hajime Sorayama, and Ralph Steadman on limited edition releases. A new collection with Singaporean artist Jahan Loh is set to be unveiled at a pop-up at The Shoppes at Marina Bay Sands, timed to coincide with the festivities surrounding the Singapore Grand Prix in October.

Meanwhile, the non-alcoholic spirit Almave is another of Hamilton’s ventures that will be available at select restaurants and bars across the integrated resort for a year. Co-founded with master distiller Ivan Saldaña, the brand produces its non- alcoholic spirit from blue agave in Mexico. Almave draws on traditional techniques while skipping fermentation altogether, offering a non-alcoholic alternative at a time when demand for alcohol-free beverages continues to grow.

Hamilton speaks to GQ Singapore about the two brands he has built, why they remain an important outlet for his creativity, and what racing in Singapore means to him.

Why was creating Plus44 important to you?

Plus44 was important because it gave me a space to bring together different parts of who I am. Fashion, music, art and culture have always influenced me, but I wanted to create something that felt personal rather than simply putting my name on a product. The idea was to build a platform that gives people room to express themselves, challenge expectations and feel part of something that is constantly evolving.

What part of the creative process do you find most rewarding?

I love the beginning of the process, when an idea is still quite loose and you’re working out what it could become. It might start with a reference, a colour, a piece of music or a conversation, and then develop through collaboration. I also enjoy seeing how those ideas translate into the final pieces. There’s something really rewarding about taking an instinct or feeling and turning it into something people can actually experience and make their own.

What would you like people to feel when they encounter Plus44?

I want people to feel curious and free to interpret it in their own way. Plus44 isn’t about telling people exactly how to dress or what to think. It’s about creating a sense of energy and giving people the confidence to express their individuality. If someone encounters the brand and feels inspired to be a little more themselves, then we’ve done what we set out to do.

How have the collaborations shaped the visual language of Plus 44?

Each collaboration brings a different perspective, and that’s what keeps Plus44 feeling open and unpredictable. The upcoming collection with Singaporean artist Jahan Loh has been especially exciting because it brings racing culture and contemporary art into the same world. His Spaceman has this idea of moving beyond the limits of what’s known, which felt like a powerful connection to my own journey and to the mindset behind Plus44. We’ve built that story into the collection across everything, from heavyweight tees and jerseys to the tracksuit. It feels connected to Singapore, but it also has this wider message about ambition, imagination and refusing to accept limits. I’m excited for people to see it and interpret it in their own way.

If you had to distil Almave into one word, what would it be?

I’d say, “freedom”. Almave gives you the freedom to be part of the occasion without feeling like you have to drink alcohol. You can enjoy the ritual, share a drink with people and stay present, while still making a choice that works for your lifestyle and how you want to feel the next day.

How important was cultural relevance for Almave?

It was really important. We didn’t want Almave to feel like it was simply replacing an alcoholic drink or asking people to compromise. It needed to have its own identity, taste and place within culture. People are thinking more carefully about how they spend their time and energy, so Almave is about fitting into those moments in a way that feels natural, social and considered. It’s not about what you’re missing. It’s about what you’re choosing.

What continues to excite you about returning to Singapore?

Singapore always has a unique energy. It’s an incredible city, the fans bring so much enthusiasm, and the whole weekend feels like a real meeting point between sport, culture and entertainment. The night race creates an atmosphere you don’t really experience at many other places, and it’s exciting to see how much the event has grown since the first Grand Prix. There’s always a strong sense of occasion when you arrive, but once you get in the car, the focus becomes very intense.

What is unique about racing in Singapore?

The combination of the heat, humidity and the physical demands of the circuit makes it one of the toughest races on the calendar. You’re racing at night, but the conditions are still incredibly intense, and the walls are always close, so you have to stay completely focused. Outside the car, there’s this amazing energy across the city; but inside the cockpit, it’s all about precision and concentration. That contrast is what makes Singapore so special.