Heron Preston has entered a multi-year partnership with Formula E covering fashion, materials, and design across the series’ GEN4 generation of race cars. The collaboration pairs Preston’s utilitarian, workwear-influenced aesthetic with motorsport’s most technologically forward category.
The French designer, long associated with a post-industrial vocabulary of nylon, technical webbing, and safety orange, will apply that language to race-weekend apparel and broader merchandising. Formula E provides a canvas for material experimentation that traditional sports licensing rarely permits.
The GEN4 car, slated for the coming era of the championship, is being designed around sustainability as much as speed. Preston’s interest in circular materials gives the tie-up a coherent thread beyond branding: how performance apparel can be re-engineered for reuse.
The partnership reflects the racing series’ effort to court a broader cultural audience, pairing the grid with figures from streetwear and contemporary art. Formula E has courted designers and artists before, but this marks a deeper commitment to a named fashion collaborator.
The first product releases are expected to debut around the next GEN4 testing window, with a full collection of race-week apparel, merch, and limited editions to follow. The commercial stake is modest compared with football licensing but strategically significant for both parties.
