Whether trackside, at the MTC, or at a marketing event away from the factory, it’s rare you’ll see Lando or Oscar without a New Era cap on. Even when they’re strapped up in the car, the New Era logo stands out on their helmets.

Lando and Oscar aren’t alone in that, it’s a prevalent theme across the grid. As soon as a driver steps out of their car and pulls off their helmet, they reach for a cap. It’s become a staple of a driver’s wardrobe, just like their team polo, race suit or racing boots.

For the past 10 years, the cap our drivers have reached for has been created by New Era.

“Honestly, it means everything,” says New Era EMEA Brand Director Laurence Joslin when asked how it feels to see Lando, Oscar, and the team wearing New Era products.

 “We’re more than a cap featuring the McLaren speedmark, we’ve been a part of the team’s journey for over 10 years now, whether that’s in the paddock on race day, in the garage at 02:00, or back at the factory when no one’s watching. Being ‘on side’ for us is about showing up, feeling the highs and lows alongside McLaren, and making sure the people wearing our caps feel like they’re part of that story, too.

“It’s a buzz, every single time we see them wearing our headwear. It is such an integral part of a driver’s look, seeing Lando or Oscar wearing our caps on TV or in a social post still gives us that ‘pause the screen and take a photo’ moment.

“It’s not just about exposure. It’s about knowing that what we’ve made has earned its place in their everyday kit. A real highlight was seeing Lando in the fluoro bucket hat at his home race in Silverstone. It sold out everywhere before the race weekend, but seeing thousands of them being worn in the grandstands was a special moment for us.”

McLaren and New Era’s partnership has developed massively over the past decade, as fashion has become increasingly ingrained within the day-to-day motorsport industry. It’s no longer just a way of hiding ‘helmet hair’, it’s a fashion statement and an essential piece of kit. The caps come in all shapes and sizes, and each driver has their favourite style.

Lando’s preferred silhouette is the 9FIFTY Stretch Snap, while Oscar’s favourites are the 9SEVENTY and 9FIFTY snapback. Lando likes bolder designs, while Oscar prefers a more minimal aesthetic, choosing tonal looks on a day-to-day basis, although he is happy with a pop colour at the track.

“Like any good relationship, it’s grown stronger the more time we’ve spent together,” says Laurence. “At first, it was about getting the right look and fit for the team, but over time, we’ve really got under the skin of McLaren’s style and fan following. McLaren as a team has also evolved over time. It has an ambitious strategy for future success with a focus not only on performance but also on fan engagement, so we’ve adapted our product and marketing over time to align with the McLaren.

“As the market’s moved toward more lifestyle-focused product, our partnership has leaned right into that. In the early days, it was about making great kit for race weekends. Now, it’s also about creating pieces that live beyond the track, headwear and apparel that’s just as at home in your day-to-day life as it is in the paddock.

“And the drivers are more involved than people might think. For the British GP or Australian GP race specials, they’ll bring ideas inspired by home, colours, flags, and patterns. We’ll then translate that into something wearable and premium. It’s always a back-and-forth: we’ll show initial designs, they’ll tweak details, and by the end, it’s a cap that’s got their fingerprints all over it.”

Lando, in particular, has more than a passing interest in fashion and is passionate about his style.

“Our caps are worn as a symbol of self-expression, it completes a look,” continues Laurence. “Our objective was to create headwear that’s worn by fans throughout the week, not only on race day, so seeing Lando wearing our caps during his downtime really speaks to that. Lando has a great eye for style, he pushes us to think about design, but he also enjoys wearing caps, it’s authentic, which brings huge appeal and credibility amongst his fans.”

Gone are the days when drivers wore the same hat year-round. Although the official New Era x McLaren Formula 1 Team Cap remains the go-to for both drivers, there’s now much more variation.

Lando, for example, likes wearing the Off White Seasonal 9FIFTY Stretch Snap Cap when away from the track, while there will be limited edition releases for key races, such as the Monaco Grand Prix or a driver’s home race, and for significant achievements.

“That’s where we get to have some real fun,” says Laurence. “Limited editions are like storytelling in hat form. We can play with colours, graphics, and subtle nods that mean something special to McLaren fans. For a milestone like a 200th GP win, it’s about celebrating heritage while making something future-focused. For a Grand Prix, we might pull in elements of the host country’s culture or track.

“For those international races, we let our regional teams in every continent take the lead on design as they’re best placed to understand the local market and cultural traditions, which has the ability to create a piece of headwear that feels truly authentic to that country or city. We also ask for driver input, especially when it’s a home race, we want Lando or Oscar to feel like they’re wearing a design which truly speaks to them and their fans.

“The goal is to create a piece people don’t just wear, but treasure, the kind of cap that, years later, sparks a ‘remember when…’ conversation.”

Different headwear will be more suited to different scenarios. Team caps and race specials are made to be worn at the track, while others are made for wear away from the circuit in a more smart-casual setting.

“We’re a headwear brand with over a hundred years of experience in headwear innovation, our focus has always been on performance and protection,” explains Laurence. “Our products are designed for athletes who compete in all kinds of weather – from blazing sun, to pouring rain, to snowy conditions – so every detail is about durability, comfort and function.

“Our product design team are experts in understanding the functional needs of a team. Whether that’s to provide comfort for the mechanics under the lights of a garage,  or a more limited-edition race special cap for the drivers to wear in the paddock, our priority is to meet the demands of a high-performing team in all conditions.

“It’s all about blending tech with style. We use lightweight, breathable fabrics, moisture-wicking sweatbands, and fits that stay put whether you’re in a wind tunnel or a winner’s parade. We obsess over the details you don’t see, like how the panels are cut to keep airflow moving, so the person wearing it only notices how good it feels, not how hot the sun is.”

New Era has been there to help us celebrate all the big moments over the past 10 years, whether major victories, milestones like our 200th win, or our Constructors’ Championship success.

Wearing the same headwear as the drivers and our team is an excellent way for fans to feel a part of these moments, so it is just as important that our fanbase, who, like the drivers, are increasingly interested in fashion, love these caps.

The headwear New Era creates for us needs to be functional as well as stylish, carrying unique designs that feel distinctively ‘McLaren’, whether it’s a limited-edition piece or our official team cap. It’s a tricky balancing act, but New Era has more than a century of experience.

The New York-based lifestyle brand has been producing headwear for over 100 years and supplies many of the biggest sporting teams in the world, from the MLB, the NBA, and the NGL to the English Premier League. Each team they work with requires headwear that fits its style and brand identity. At New Era, there’s no such thing as a ‘cookie-cutter’ cap.

“Fans these days want gear that works just as well in everyday life as it does at the track,” Laurence says. “Headwear isn’t just a souvenir anymore, it’s part of your style, and quality matters. We’ve seen more demand for premium materials, cleaner silhouettes, and designs you can wear year-round without screaming ‘race day’.

“At the same time, social media has made product a statement piece, people want something unique, limited, and instantly shareable. The bar’s higher now, but that just makes it more exciting to create.

“Papaya is iconic, sure, but McLaren’s identity is bigger than just one colour. We build in design cues that feel unmistakably McLaren, clean, dynamic lines, premium finishes, and those subtle details only real fans will spot.”

New Era has curated a Headwear collection of signature styles including the 9FORTY and 9FIFTY Stretch-Snap. Team drivers and McLaren mechanics, engineers and travelling race team, wear these styles. All team headwear is available online and in New Era stores worldwide, providing fans with the chance to support the McLaren Racing team throughout the season.