IN CONVERSATION WITH LIAM LAWSON, WITH HUGO
interview by JANA LETONJA and TIMOTEJ LETONJA
Numéro Netherlands Digital presents F1 racer and the face of the HUGO X RB capsule collection, Liam Lawson. Lawson launched his career on the karting circuits of New Zealand before making the leap to the world stage, where his sharp instincts and fearless driving quickly turned heads. Now, he’s bringing that same edge to the paddock’s style game, blending racing grit with streetwear.
You’re the face of the HUGO x RB capsule collection. What’s it like being at the intersection of Formula 1 and fashion?
It’s a great way for me to personally show my style and express myself, and obviously with team kit, it almost feels like a uniform. By working with Hugo, I can show my own personality while still incorporating the F1 style.
How do you think the Visa CashApp Racing Bulls/HUGO collaboration reflects the energy and identity of the team, and of you personally?
It resonates really well. It’s young, it’s vibrant, and it shows exactly what the team is about. I’m very into the streetwear style, it really allows us to connect with a younger audience. I think that’s something so unique in Formula 1 right now, which is exactly what we’re trying to do. Formula 1 can often be seen as quite formal, but HUGO breaks that and represents the team really well.
images: courtesy of HUGO
Do you see fashion as another way for drivers to express individuality in a sport that’s traditionally very controlled and uniform?
Yes, it is, and it’s exactly what we’ve been trying to achieve. As we’ve said, Formula 1 can be seen as quite regimented, but through HUGO and collections like the RB Capsule, we’re able to express ourselves in a way that feels true to who we are.
How does the campaign platform #HUGOYourWay resonate with you?
It shows how we, as drivers, are free to express ourselves, our styles and our individuality. It also shows how fans and the audience can do the same by incorporating their love for the sport. And for us, that’s a very cool thing to be a part of.
Let’s also talk about the HUGO X VCARB by Slawn livery reveal in London. How did it feel to be part of something that wild and offbeat?
It was very cool and awesome to see so many people there and to have them involved in what we were doing that weekend. The HUGO and VCARB teams smashed it. It was a really cool and great event.
How do you personally connect with the HUGO x VCARB by Slawn capsule? Any pieces that felt especially “you”?
I loved the suit I wore for the walk-in, the two-piece brown suit. It was really cool to wear something that blended streetwear with a more classic look, and it was unlike anything I’d personally seen before. It was also amazing to see the artwork we had throughout the weekend.
image: courtesy of HUGO
From the show car to Slawn live-customizing teamwear, the entire collab felt deeply personal and immersive. How important is it to bring fans into these off-track moments and make F1 feel more accessible and expressive?
I think it’s one of the most important things, getting fans involved and allowing them into our world. For fans to be able to see the drivers, meet the team, and even see the car in central London is amazing access for them. It was great to meet so many people, and the livery reveal event was really cool.
When you look ahead to the second half of the season, what are the personal goals you’ve set, not just for results, but for your own evolution as a driver?
Points, always more points. Austria was a great benchmark of what the team and I can do, and we're looking to carry that momentum through the rest of the season. For me personally, I’m focused on continuing to improve and seeing what we can achieve in 2025.