Carl Friedrik and Williams F1 Launch Limited-Edition Travel Collection with Damon Hill
Motorsport heritage meets refined travel design in a new collaboration between Carl Friedrik and Atlassian Williams F1 Team.
Launching today, 22 October 2026, the limited-edition Grove collection reinterprets the British Formula 1 team's visual history through a polished set of leather travel essentials. The face of the campaign is 1996 Formula One World Drivers' Champion Damon Hill, photographed at Williams' historic Grove headquarters.
A celebration of Williams' racing heritage
The four-piece capsule looks back to the golden era of Formula 1 without feeling like conventional fan merchandise. Supple grained leather, a rich chestnut-and-white colour palette, contrasting stripes and the team's historic 'Forward W' emblem set the tone. The logo was first introduced by Williams in 1977.
Each piece is limited to just 80 examples per style, making the collection particularly appealing to collectors who appreciate both craftsmanship and the romance of motorsport. The larger bags carry bespoke 1/80 detailing, a small but deliberate reminder of the limited run.
Every piece from the Carl Friedrik x Williams F1 Grove collection
The four-piece Grove collection is available in extremely limited numbers, with 80 pieces per style announced at launch. Explore all four designs below, complete with their UK launch prices and direct shopping links.
Grove Weekender — £945
The statement piece in the collection, the Grove Weekender pairs a 33-litre capacity with a tapered silhouette, a chestnut grained-leather exterior and white racing stripes.
Practical details include a prominent exterior window pocket, organised interior storage and a trolley-handle strap. The unique 1/80 embossing pays tribute to the limited production run.
Grove Backpack — £795
With 15 litres of room, space for a 16-inch laptop and a rear suitcase-handle sleeve, the Grove Backpack combines discreet commuter practicality with the old-school Williams colour palette.
Chestnut leather, a clean white racing stripe and bespoke numbered 1/80 detailing make it a standout for F1 enthusiasts.
Grove Passport Sleeve — £125
A refined travel essential crafted in the collection's supple chestnut grained leather, finished with smooth Italian vachetta trims. The Grove Passport Sleeve offers an understated finishing touch for the collector seeking a coordinated travel set.
Grove Luggage Tag — £65
The entry point to the Grove collection, this leather luggage tag brings the Williams-inspired aesthetic to an everyday travel detail. Crafted in grained leather with contrasting trims, it pairs naturally with the matching Weekender and Backpack.
Carl Friedrik co-founder Mattis Oppermann said the design choices were shaped by the Williams team's history, from the materials and colours to the finishing details. With Hill as the campaign's leading figure, the collaboration feels rooted in a real racing story.
The Grove collection is available at carlfriedrik.com. For the luxury traveller who also follows Formula 1, these are accessories designed to carry a little sporting history well beyond race weekend.
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