Lando Norris has launched a new lifestyle clothing brand, and has been modelling some of its freshest new garms.
Quadrant
Quadrant is Lando’s “passion project outside of Formula 1”. It’s an entertainment, athlete and apparel brand, known mostly for its presence on YouTube and in gaming circles. Lando was a big gamer himself, often streaming on Twitch in his earlier years of Formula 1, so it makes sense for his passion to turn in to a side hustle (not that his needs the money with his crazy paycheck).
The entertainment part of Quadrant is what has really helped the brand make a name for itself. Dozens of its YouTube videos (mostly the ones with Lando in them) have received over 1 million views and the channel itself currently has just under 900,000 subscribers.
Athletes
Quadrant sponsor a number of young upcoming athletes in motorsport and extreme sports. These include WRC2 driver Oliver Solberg (son of WRC world champion Petter Solberg), Olympic Gold medalist skateboarder Keegan Palmer, motocross rider Lotte van Drunen and Moto3 rider Ivan Ortola.
Apparel
It was obviously the game plan all along for Lando and Quadrant co-founder WillNE to produce and sell apparel.
It makes perfect sense to use the brand’s growing reach on YouTube, gaming platforms and all social media channels to promote the clothing arm of the company. Not to mention, of course, Lando’s world-wide fame (plus WillNE’s 5 million YouTube subscribers).
Over the last few years Quadrant have released a number of different collections of their apparel brand. These have all been different themes and styles.
The first drop was the Clover Motors collection in 2021, which Lando helped model:
Then in 2022 Quadrant launched the Jet Fuel collection which Lando not only modelled, but frquently wore in and out of the Formula 1 paddocks:
Special delivery @McLarenF1 🍩 pic.twitter.com/R69MhYTFso
— Lando Norris (@LandoNorris) March 17, 2022
Later on in 2022 Quadrant launched the Off Road collection which Lando modelled alongside his ex-girlfriend Luisinha Oliveira and an MS-RT Ford Fiesta rally car, wrapped in their branding:
In 2023 Quadrant launched their originals collection, a more basic set of casual everyday knitwear:
🚨 QUADRANT ORIGINALS 🚨
— Quadrant (@Quadrant) September 27, 2023
DROPPING TODAY
27.09.23 | 8PM BST
🔗 https://t.co/bXM38M0CmR pic.twitter.com/T8RRTvGSiK
This year Quadrant dropped their latest collection, Club Athletic, inspired by some of the other sports that Lando and the Quadrant team like to take part in.
One of those for Lando especially is golf. He’s a great player and even took part in the Netflix Cup, a one-off event where the worlds of F1 and pro-golf crossed over. Norris, Sainz, Gasly and Albon partnered with Rickie Folwer, Justin Thomas, Tony Finau and Max Homa in a 9-hole golf tournament which Sainz eventually won.
Lando’s love for Golf is clear in the new Club Athletic range of Quadrant clothing, as he’s seen modelling the new quarter-zip sweatshirt on a golf course.
When speaking about their latest collection, Lando said “I really like quarter zips, I can wear these out, with smart jeans. My favourite way to wear quarter zips is with no tee underneath and then have some cool necklaces poking out.”
The Club Athletic collection also included a panelled rugby shirt and a plain hoodie with the quadrant ‘q’ logo on it.
The Club Athletic collection, as with most other Quadrant drops, proved to be incredibly popular. Some of the strongest designs, like the quarter-zip sold out within 30 minutes of going live.
If you want to grab some of Lando’s clothing in the future, you better be quick!
