Pacsun and Formula 1 are teaming up for the fourth year of their licensing partnership at the Formula 1 United States Grand Prix 2026 in Austin, Texas Oct. 23-25.
This year, the Gen Z specialty retailer looked beyond the pit lane and to Texas itself, drawing from vintage Western workwear and the street style surrounding race weekend in Austin. The dual-gender capsule collection spans washed denim and fleece to tees with vintage-inspired graphics. Pieces feature familiar racing motifs with embroidery, metallic ink and metallic thread for a worn-in effect.
Highlights in the collection include the Pole Position Racing Jacket made with washed denim and a Western button-up with a coordinating trucker hat in washed indigo. A boxy denim work shirt has Formula 1 embroidery.
One of last year’s race-weekend standouts, Pacsun’s Formula 1 cowboy hat, also returns. When it dropped in 2025, it sold out in hours.
The assortment, which retails for $35-$175, is available at Pacsun stores and online. Pacsun will also host the trackside shop in Austin, where fans can shop the collection alongside pop-up-exclusive styles like the Formula 1 cowboy hat.
“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.”
Pacsun’s partnership with Formula 1 reflects the retailer’s mission to extend the shopping experience beyond the product itself. Sports has become a key platform for connecting with Gen Z consumers, a strategy Pacsun reinforced last week by celebrating its seven-year partnership with the Los Angeles Rams through a gameday experience at SoFi Stadium. Pacsun also has collaborations with Los Angeles FC and Angel City FC.