Pacsun and Formula 1 Launch Capsule Collection for Austin Grand Prix

Pacsun and Formula 1 Launch Fourth Annual Capsule Collection in Austin

Pacsun and Formula 1 are teaming up for the fourth year of their licensing partnership, bringing a new dual-gender capsule collection to the Formula 1 United States Grand Prix 2026 in Austin, Texas, running October 23-25, WWD reported. For this year’s release, the specialty retailer moved beyond standard pit-lane designs to draw inspiration from vintage Western workwear and the local street style surrounding race weekend in Austin.

Priced between $35 and $175, the collection spans washed denim, fleece, and graphic tees featuring familiar racing motifs enhanced with embroidery, metallic ink, and metallic thread to create a worn-in effect. Key pieces include the Pole Position Racing Jacket crafted from washed denim, a Western button-up paired with a coordinating washed indigo trucker hat, and a boxy denim work shirt featuring Formula 1 embroidery. The assortment is available at physical Pacsun stores and online.

Pacsun Brings Back Formula 1 Cowboy Hat in Austin

Alongside its broader retail rollout, Pacsun will operate the trackside shop in Austin during the race weekend. The venue will stock the main capsule alongside pop-up-exclusive items, most notably the return of the Formula 1 cowboy hat. When the cowboy hat debuted during the 2025 event, it sold out within hours, prompting its re-release for the 2026 Grand Prix.

Our partnership with Formula 1 has continued to grow over the past four years because we’ve found new ways to bring the sport into the worlds of fashion and culture that matter to our community, said Richard Cox, Pacsun chief merchandising officer. Austin is always a standout moment for us. There’s an energy around the race that extends far beyond the track, and this year we wanted to capture that through a distinctly Texas point of view.

Sports Collaborations Drive Gen Z Engagement

The Formula 1 collaboration forms part of a broader retail strategy by Pacsun to extend the consumer shopping experience beyond traditional product merchandising. The retailer uses sports platforms to connect with Gen Z consumers, as shown by its seven-year partnership with the Los Angeles Rams, which featured a dedicated gameday experience at SoFi Stadium. Pacsun also maintains collaborations with Los Angeles FC and Angel City FC.