“I started driving when I was three years old. Formula One has always been part of my life. At the same time, I’ve always loved fashion, but I had never really thought about what it might mean to bring those two worlds together, or what their meeting might look like. PUMA is doing exactly that, and doing it really well. We can see it in this collection, dedicated to a driver who is incredibly special to the Scuderia: Michael Schumacher. To bring these worlds together in this way is truly meaningful.” In Charles Leclerc’s words, surrounded by a sea of red spilling through END.’s Milan flagship, the ultimate meaning of the new PUMA x Scuderia Ferrari HP Monza collection comes into focus.

A tribute to Michael Schumacher and to the distinctive aesthetic of his first season with the Scuderia, thirty years on, during the week that matters most to the Tifosi. And, at the same time, an implicit affirmation of an increasingly active convergence between the sporting imagination and its boundless possibilities for application and inspiration within contemporary design. From this encounter, amplified by an exclusive partner such as END., comes a sense of completeness. Of a collection that, on the quintessential weekend of the Prancing Horse, allows Ferrari history to inhabit the present, while opening a dialogue between the worlds of motorsport and fashion.

A dialogue articulated by those who have shaped this new aesthetic chapter for the Prancing Horse, and by those who have given it a tangible space in which to unfold: Prima Jiraruangkiat, PUMA Motorsport Apparel Designer, and Martin Wieczorek, Chief Product Officer at END.

Prima Jiraruangkiat – PUMA Motorsport Apparel Designer

The kit is inspired by Schumacher’s enduring impact on the Ferrari imaginary, and beyond, as well as by the 30th anniversary of his first season with Ferrari. Can you tell us in detail how you decided to pay tribute to Schumi in this collection? And what was it like to look back at the imagery and visual language of such an iconic era in motorsport?

Prima Jiraruangkiat: “To capture this moment, we referenced key details from Schumacher’s Ferrari racing era throughout the collection. The jacket is a modern interpretation of his 2006 race suit, incorporating details such as the white epaulette, stitch lines and collar silhouette. The shirt looks back to the 1990s Ferrari pit crew, particularly Schumacher’s 1996 race engineer Ignazio Lunetta and his iconic white engineer shirt. We also introduced more subtle Schumacher signifiers, including the laurel wreath embroidery on the collar, representing his many victories, and the seven stars across the back, referencing both his distinctive helmet designs and his seven World Championship titles. Looking back at this era was incredibly inspiring. The challenge was to capture the authenticity and character of Schumacher’s Ferrari years while translating those references into something contemporary and relevant today.”

Leclerc and Hamilton are the obvious faces of this collection. What role does working with two elite athletes, who are also two highly developed fashion sensibilities capable of recognizing the quality of a collection or a specific design, play for Puma and its design team?

Prima Jiraruangkiat: “It definitely raises the bar for us to create visually striking, high quality products across the range. Charles and Lewis both recognise and appreciate quality, so we take their individual styles and aesthetics into account when designing the drivers’ range. It’s about creating products that feel authentic to Scuderia Ferrari and PUMA, while also feeling relevant to the personalities wearing them.”

As a Puma design team, what kind of spirit and mindset do you bring to the fact that a collection like this can, in every sense, have an impact on contemporary motorsports culture, both in Italy and beyond, as well as on Ferrari’s history? And, from this perspective, what role do collaborations with partners such as END. Clothing play in extending the collection beyond the traditional world of motorsport?

Prima Jiraruangkiat: “We approach a collection like this with a lot of respect for Ferrari’s history, while recognising the role we play in bringing the Tifosi spirit to life. The goal is to create products that feel authentic to motorsport, while translating that spirit into something contemporary and relevant today. It’s about preserving the emotional connection to iconic moments while giving them a new expression for a new generation. Collaborations with partners like END. Clothing are important because they bridge motorsport with fashion and culture. They allow the collection and Ferrari’s heritage to reach audiences beyond traditional Formula 1 fans, while continuing to celebrate the identity and legacy that makes Ferrari so iconic. That connection is important in keeping the Tifosi culture alive and evolving.”

This weekend is the one every Ferrari fan has been waiting for. What emotions run through a design team when you know that your collection is about to come to life at one of the defining moments of Ferrari’s season? And what kind of reaction do you hope — or expect — to see from the Ferrari community and from the wider motorsport and fashion audiences?

Prima Jiraruangkiat: “It is incredibly rewarding and a massive honour to be part of bringing the energy and spirit of Scuderia Ferrari to life this race weekend. It takes a village to bring a collection like this to life, from developing the initial concept, to prototyping every detail, to finding the best way to bring the story to life. Seeing it become part of such an important moment for millions of Ferrari fans feels surreal for us. We hope the collection resonates with the Ferrari community first and foremost, particularly as a tribute to Schumacher and his racing era. Ultimately, we hope we have done that legacy justice, while creating something that can connect with both motorsport and fashion audiences.”

Martin Wieczorek – END. Chief Product Officer

Driver’s Room brought Charles Leclerc into your Milan space. What does the opportunity to welcome athletes of this calibre into your stores represent for END.? And, broadening the perspective, what place does the sporting imagination—its icons, codes and cultural influence—occupy within END.’s vision of contemporary fashion?

Martin Wieczorek: “END. has always existed at the intersection of fashion, music, sport and culture. Sport is increasingly a driver of cultural authority and fashion credibility in the way music has been for decades — and the audiences overlap far more than people assume. So we welcome an athlete like Charles into our space exactly as we would a musician or a cult fashion figure: not as an endorsement, but as a genuine part of the conversation our community is already having. Milan gave us the room to do that properly.”

The special PUMA x Scuderia Ferrari HP Monza collection delves into the history and legacy of one of the most legendary figures in motorsport and beyond: Michael Schumacher. Within END.’s understanding of design and fashion, what role does the cultural dimension of a brand—or of a specific collection such as this one—play in shaping its relevance and meaning?

Martin Wieczorek: “Culture is what separates a product people buy from a product people care about. Our customers want meaning, storytelling and a genuine point of connection — not hype for its own sake. A collection like PUMA x Scuderia Ferrari HP Monza works because it isn’t simply a livery applied to garments; it reaches back into Schumacher’s era and the emotion attached to it. That gives us something to build around. Our role is to be a creative director of those stories rather than a passive distributor of them — the closer a product sits to a genuine passion, the more interesting the experience we can build around it.”

‘Off the Grid’, the panel talk conceived for the occasion, also served as a metaphor for the process through which collections rooted in performance—in this case the paddock and the racetrack—move into everyday life and become part of the lifestyle aesthetic. How is END. experiencing, developing and, perhaps, actively encouraging this cross-pollination between performance and lifestyle at a moment when the exchange between the two has arguably never been so fertile?

Martin Wieczorek: “Sport is now central to fashion storytelling, but we always read performance through a fashion lens and ask what purpose a piece actually serves in a contemporary urban wardrobe. We’re not trying to become a performance destination. Our job is to curate the most relevant and most interesting brands and products, and to make sense of them for how people really dress. It’s also worth saying we tend to look at sport from the spectator’s side rather than the athlete’s — that’s where the codes, the nostalgia and the sense of belonging really live, and it’s a much richer space for a fashion audience.”

This week, your Milan flagship finds itself at the heart of the passion surrounding the Prancing Horse, ahead of everything that will unfold at Monza over the weekend. What sense of responsibility and satisfaction comes with seeing the social and cultural relevance your presence in Milan is acquiring within such a passionate community? More broadly, what does it mean for END. to participate so closely in the events and moments that shape the global sporting landscape?

Martin Wieczorek: “Our Milan flagship sits right in the heart of the city and has become a real destination for fashion and culture — during Monza now, as it was during the Milano-Cortina Winter Olympics earlier this year. Our Nike X2 collaborations are another example: in London and Manchester our stores lived and breathed World Cup energy throughout that event. Being a vehicle for our community to experience these moments isn’t a strategic decision we agonise over — it’s simply who we are, and honestly it’s the part of the job we enjoy most.”