The boom in F1 Merchandise: Modern gear, retro gold, and the price of passion

Formula 1 has never been more popular. With record-breaking global viewership, a booming social media presence, and the glitz of Netflix’s Drive to Survive and the new movie F1 drawing in a new generation of fans, the sport is riding high in the cultural mainstream. And with that rise we have seen a real surge in demand for F1 merchandise - everything from limited edition team caps and replica race suits to the left-field rise in popularity of retro T-shirts and vintage team jackets. But with this new wave of interest comes a noticeable trend: the cost of F1 gear is rising, and yet fans are still paying up, even with a cost of living crisis.

Today, a standard team cap from a top-tier team like Mercedes or Ferrari can set fans back £40 or more. Replica team T-shirts hover around £60, and full zip-up jackets or limited edition items often breach the £100+ mark. In many ways, F1 merchandise mirrors the sport itself - premium, aspirational, and fast-moving. For newer fans caught up in the drama of the racing and the personalities of the drivers, owning official merchandise is now both a fashion choice and a statement of identity and belonging.

Yet what’s striking is that these rising prices haven’t deterred fans. If anything, merchandise sales are rising, particularly among younger audiences. There’s an allure to wearing a McLaren hoodie or a Red Bull cap that these days transcends supporting a team - it’s now also a pop culture marker. As F1 crosses into streetwear and lifestyle territory, collaborations with brands like Adidas, Tommy Hilfiger and K-Swiss are further pushing the merchandise into fashion-forward realms. A walk around London's Oxford Street before the British GP this year reveals how much the F1 and surrounding brands and personalities, like Lewis Hamilton and Lando Norris, are now real powerhouses for retailers.

But alongside the modern merch boom is another equally fascinating trend: the rise of retro F1 gear. Fans are increasingly turning to the past, seeking out original or inspired pieces from the 1970s up to the 2000s. Original vintage Benetton shirts, classic Marlboro McLaren jackets, and even Camel Lotus caps are fetching high prices on resale platforms like eBay and specialist memorabilia stores. For older fans, it’s a nod to nostalgia. For younger collectors, it’s a connection to a golden age of racing - an era of Senna, Schumacher and Mansell - that carries an iconic status.

Here at Automobilia Store, retro F1 merchandise is an increasing focus area for us due to demand...you can see our current range here.

The retro trend taps into something deeper than just fashion. There’s a romanticism to classic F1: louder liveries, bolder personalities, and a wilder, less polished paddock. Wearing an old Tyrrell or Arrows top isn’t just cool - it’s a conversation starter and a badge of niche, specialist knowledge. In many cases, this gear is rarer and arguably more meaningful than today’s mass-produced items, adding an extra element of collectibility.

So what’s driving fans to shell out big money for both modern and retro kit? Simply put: passion. F1 has always had a strong following, but these days its much more than a sport in terms of popularity. It’s a global phenomenon with deep cultural relevance, and fans want to wear their allegiance proudly - whether that’s through a sleek new Aston Martin gilet or a battered Damon Hill-era Williams Renault tee.

In an age where personal expression is more visual than ever, F1 merchandise has become part of the lifestyle of racing fans. It’s expensive, yes. But for many, it's worth every penny.