Formula One fashion grips Delhi

Eat F1, drink F1, and of course, wear it on your sleeve — that’s how Delhi’s preparing for the first Indian Grand Prix. The event, which will take place from October 28-30 at the Buddh International Circuit in Greater Noida, has kicked off a new fashion trend, with shopkeepers reporting a
phenomenal sale of Formula One merchandise in the last few days. The hottest selling items include team jerseys, caps, accessories such as bags and key chains, checkered flags for cheering and even tea cups.

“Our latest F1 collection is a bestseller. And, the sales in Delhi are much higher than in other metros,” says Sajid Shamim, brand director, Reebok India, official sportswear partner for Force India. Online retailer Inkfruit has sold 2,500 tees in the past week, which is twice the number of other designs sold.

And, it’s not just apparel. “Over the last week, many people bought checkered flag table covers, race-car print balloons and even race eyewear for home parties,” says Aditya Kapur of Party Hunterz, a theme party store.

Charles Whitmore of UK-based OnPole.com, one of the biggest global suppliers of motorsport merchandise, says, “There is always an increase in the sales closer to the event, but what is interesting is that the sales increase even more after the event. We saw a radical increase from Singapore and Korea after the events there, and we are expecting the same from India.” Fans say they still can’t get enough. “I couldn’t manage the race tickets, so I’m doing all I can to get the feel of it. I’ve bought a jersey and a tee, now for mini cars to do up my desk,” says Anshum Grover, 27.

Race gear up for grabs
Team jerseys and tees (Rs300 onwards)
Checkered flags (Rs100)
Vuvuzelas (Rs250)
Keychains (Rs75)
Tea cups (Rs250 for set of 8)