Earlier this year, HUGO was announced as the official partner of team Visa Cash App RB, marking the start of a collaboration bridging the gap between motorsport and fashion. Releasing a capsule collection with Red Bull accompanied by a campaign featuring F1 heavyweights Daniel Ricciardo and Yuki Tsunoda, the collection coincides with the sports rising popularity following Netflix’s Drive to Survive series. Prioritising contemporary tailoring and modern performance wear, HUGO is kitting out RB’s drivers on and off the track.

As the season reached its halfway point and the British Grand Prix arrived at Silverstone earlier this month, RB drivers Ricciardo and Tsunoda took to the track to secure their position on the leaderboard. Below, the drivers captured an exclusive diary of the race weekend on a disposable, taking us into the pits and to the engineer rooms before chatting about their pre-race song of choice and why you can’t beat a race on a home circuit – all while kitted out in full HUGO, of course. 

Ella Joyce: What is it like working with HUGO? Do you have any personal memories of the brand?
Daniel Ricciardo: It’s been enjoyable working with HUGO this year, already what they’ve been able to develop has been impressive. Each week they let Yuki and I choose our favourite look for our appearances. Just being able to dress up and experiment with a few different styles is a lot of fun.

EJ: How does the HUGO campaign and collection resonate with you? 
Yuki Tsunoda: The HUGO style is quite casual and kind of street style, which I like. It resonates well with my taste. It’s colourful and I like that. I also like the different designs and variety of items that can be used for different occasions.
DR: It’s always great seeing how a new partnership develops, getting to witness the HUGO x RB range come to life is cool. I know the teams all put a chunk of work to design and produce this so it’s special to throw it on. 

“It’s always great seeing how a new partnership develops, getting to witness the HUGO x RB range come to life is cool.”

EJ: We’re halfway through this year’s F1 GP, how do you feel the season has been so far?
DR: It’s crazy to think that we’re just coming up to the halfway point this season. Looking back, I think we’ve made some great steps forward as a team. Sitting 6th in the constructor’s championship is great, but we’re focused on maintaining. I feel like I’ve driven well, with Miami and Canada being some real highlights, but I’m focused on having those performances regularly.
YT: So far, I’m pretty happy with the 2024 season. I’m especially happy with my performance on the track and my physical shape. There have been a couple of races where I was not able to maximise the opportunities, but at the same time I was able to learn a lot from them. The season has been challenging, but we were also able to take advantage of some good opportunities and learn from the more difficult moments.

EJ: VCARB unveiled a new challenger in Las Vegas, how has the car impacted your race?
DR: The car this year has been a big step in the right direction. We finished the 2023 season with plenty of momentum, so it’s great that we carried that over this year. As a team, we keep taking steps forward and seeing that translate on the track continues to motivate not just me, but everyone trackside and back at the factory. We’re in a good spot and I’m confident we can keep pushing forward.

“Silverstone is just everything you want in a Formula 1 circuit.”

EJ: What’s so special about the Silverstone circuit?
DR: Silverstone is just everything you want in a Formula 1 circuit. The layout itself is perfect, the high-speed nature means that you must commit for the entirety of the lap. It puts a big smile on your face. You then throw in the history of the venue, plus some 400,000 screaming English fans – it’s special.

EJ: Do you have any race day rituals? 
YT: I don’t have specific rituals. I like to arrive at the track quite early, have a coffee, enjoy a relaxing morning, and spend some time with my engineers. I do the same warm-up before every race. I start by warming up my neck. Most of the time I’m quite sleepy, so I drink a Red Bull, to wake up. I also play table tennis with my trainer to warm up my coordination.
DR: I’m not one for rituals or superstitions, inside or outside of the car. Our race weekends can be so hectic, so I know what works for me but it’s adaptable. It’s never set in stone and followed step by step. The one thing I always end up doing, whether it’s on the grid, in the garage or in my driver room is listen to music. Some weekends it might be calming, some weekends it might be loud and filthy, but music is always around before a race. 

“Some weekends it might be calming, some weekends it might be loud and filthy, but music is always around before a race.”

EJ: If you had to choose only one song to listen to before a race, what would it be?
DR: Picking one song is tough. The one song that has been a constant on the pre-race playlist is Shoota by Playboi Carti featuring Lil Uzi Vert. I remember listening to it on the grid in Monaco in 2018, so it’s been on repeat!
YT: Lose Yourself by Eminem. The lyrics are very cool and the beat is as well. 

EJ: What is your favourite Grand Prix? 
YT: Suzuka GP for sure. High-speed track, the chicane. I really like sector one. It’s a track where you can really feel if you are driving well and if you have rhythm. You can maximise your car performance there. It’s also my Home GP.
DR: It must be the Australian GP, you can’t beat a home race. I know I’m biased, but I really do love the event. The track layout, it being in a park yet still close to the city and most importantly the crowd – they’re the best. Speaking to some drivers who don’t have a home race, you realise how lucky you are. Racing in front of family and friends, effectively in your backyard, it’s cool. 

Shop the HUGO x RB capsule collection here.