Where performance meets purpose.
Nitro 44
Nitro 44 is a sustainable team project in collaboration with Puma, inspired by Lewis Hamilton and built to confront the environmental toll of F1 racing. By transforming tire debris and recycled lycra into a bold day-to-night look, the project tackles both fashion and motorsport waste with purpose and style.
The brief was to dress and ambassador in a day-to-night look using Nitro Foam (their proprietary foam).
As both a fashion and F1 icon, Lewis Hamilton embodies the fusion of performance and style, making him the ideal face of Nitro 44.
Formula 1 accumulates about 40,000 competition tires, every season.
The fashion industry produces approximately 1.92 Million Tons of textiles waste, every year.
Through the process of recycling F1 tire debris and by using recycled elastic fibers we find a sustainable solution to both problems.
Moodboard
Breathability, flexibility, and support are important elements emphasized in the concept development of Nitro 44, ensuring alignment to our mission.
Concept Development
Sketches that represent exploration of form and function.
