When you think of iconic F1 teams, teams like Ferrari, McLaren, Red Bull, and Mercedes come to mind. However, to accommodate the current generation, only a few teams seem to be a step ahead. One of those happens to be Alpine, who has reportedly picked an Italian and a British brand for the upcoming Las Vegas Grand Prix 2023, despite Pierre Gasly’s and co’s roots in the fashion capital.

Whilst on track, Alpine might not be close to where they initially wanted to be. However, off the track, the story’s entirely different. With a $200 million plus investment already in their pocket, the French team now has their set on the upcoming Vegas GP, where they want to surprise their fans with new merch available.

Alpine ditches its French roots in exchange for Italian and British brands, for merch launch at the Las Vegas GP

As the preparation for the upcoming Vegas GP has finished, several teams have revealed some sort of apparel update. While teams like Ferrari shared their racing suit updates for the race, Alpine however seems to be more focused on their merch launch. But don’t be fooled into thinking that it’s just any other merch reveal.

It is reported that Alpine has worked with the Italian sportswear brand Kappa and British streetwear brand Palace for their new merch. Whilst this would be exciting news for most fanbase, considering the French origin of the team, and the fact that they have two of the finest French drivers in F1, it’s interesting how Alpine has ditched the iconic brands of France for Italy and Britain.

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Moreover, France being one of the fashion capitals, Alpine’s decision to collaborate with non-French-based companies and entities can perhaps be a sign of a new era for the team.

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With Alpine also slowly benefiting from a boost in fanbase, thanks to the involvement of global superstars athletes in their enormous investment, perhaps this is a sign of their new strategy. Collaborating with top-tier brands not only from France but across the globe will only help the team in garnering more of a global presence. Good job Alpine. Hopefully, this strategy works out well for you guys.

Alpine has its sights set on the future

If you thought Alpine was done with just a merch launch, you’d be wrong! Despite a host of changes in terms of internal management, the team is now making definite changes that perhaps might bring more stability to the team. Recently, the current interim Team Principal, Bruno Famin, shared some interesting project updates, following the appointment of Eric Meignan as the power unit Technical Director.

Famin added, “I think he will challenge our team. He’s coming at the right time to challenge our guys for preparing better the 2026 PU generation. I’m very confident that he will make a very good job with all the guys in Viry. He has started already and I think he will very quickly be operational.”

Watch out McLaren and Alpha Tauri, Alpine are already on top of the big update in 2026, and might just surprise everyone if things go well in their favor.

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Despite their rich roots in the fashion capital, Alpine and Pierre Gasly ditch the French brands for Italian and British giants. With Eric Meignan set to help the team, the future is bright for them.