Despite Being America’s Sweetheart, Daniel Ricciardo Doesn’t Mind Being Ignored Because of Core F1 Problem

The Formula 1 paddock usually has drivers donning their team kits all the time, rarely showing off their styles. Lewis Hamilton was the first driver to break this habit and explore new fashion styles and soon, the likes of Zhou Guanyu and Yuki Tsunoda followed him. This inspired returning F1 star Daniel Ricciardo to try something different regarding paddock fashion.

There are good reasons why teams usually prefer it when their drivers wear the team’s branding. Sponsors, for example, pay a lot of money to make themselves visible. Drivers wearing team colors, get eyeballs on these sponsors. The more visibility a team can give to these sponsors, the more money they can potentially earn.

Formula One’s new image is thanks in no small part to Hamilton, who has brought
fashion into the centre of the sport’s often in the face of considerable ecosystem resistance. 😏✨️ pic.twitter.com/42yjNWrP0x

— Sir Lewis Updates (@LH44updates) July 17, 2023

Apart from that, there is also the fact that teams sell this merchandise which forms quite a bit of their revenue. However, Ricciardo, being a fashion enthusiast took matters into his own hands to cut the boredom in the paddock.

The fashion philosophy of Daniel Ricciardo

Daniel Ricciardo recently spoke to Women’s Wear Daily, wherein he explained the issues that he faced with the existing paddock fashion. According to the honey badger, all F1 clothing options feel like merch – which they are. He explained that these team shirts only look good when one wears them on a racetrack, otherwise, it looks out of place.

Ricciardo then explained that he does not mind if people not recognizing him, go on trying his cloth branding. This is why he pivoted from his brand ‘Ric3’ to his latest collection ‘Enchante’, something that does not have his name associated with it.

“i would love for people to see it as a brand on its own…i would love for people to just look at it and be like ‘that looks cool. i have no idea who daniel ricciardo is but i’m really into that’.”

daniel on his enchanté fashion line 🥰 pic.twitter.com/rLpnwmC9wh

— ҽffy (@ricsthfc) July 25, 2023

Ricciardo said, “I would love for people to see it as a brand on its own. As opposed to something necessarily associated with me.” 

Ricciardo’s massive US presence

Daniel Ricciardo has been an absolute hit among the American audience. He happens to be one of the most loved characters in Netflix’s ‘Drive to Survive’, something that has played a huge role in helping F1 capture the US market.

On top of that, Ricciardo explained how he noticed people in the US wearing clothes of his brand and how it made him really excited. He said, “I was in New York just before Montreal. And I saw a few people walking around SoHo with some of the pieces on and I was like, ‘oh, that’s really cool.’”

Enchanté, I peep some new merch mr Ricciardo👀 pic.twitter.com/dtWSRhJPAQ

— F1 Reaction Pictures (@FormulaReaction) June 6, 2021

Ricciardo wants to expand his business further and open a physical store in New York. The Australian is also very proud of the coffee that is made by his countrymen and wants a coffee shop attached to the store.