Pepe Jeans London and Oracle Red Bull Racing launch Madrid capsule collection with citywide takeover

London-founded denim brand Pepe Jeans London and Formula 1 team Oracle Red Bull Racing, based in Milton Keynes, England, are staging a four-day takeover of Madrid from Thursday, September 10, to Sunday, September 13. The activations build around their Oracle Red Bull Racing x Pepe Jeans fall/winter 2026 collaborative collection and coincide with the Spanish Grand Prix, held for the first time at the city's newly built Madring circuit.

The FW26 collection brings the Oracle Red Bull Racing logo to T shirts, sweatshirts and jackets alongside Pepe Jeans' denim styling, in a palette of racing navy and electric blue accented with red and white. A separate Madrid capsule draws on the city itself, with graphics referencing the Puerta de Alcalá, Puerta del Sol and the Cibeles Fountain.

The city takeover opens on September 10 with a public event at the Oracle Red Bull Racing x Pepe Jeans pop up on Fuencarral 10 in central Madrid, where the FW26 collection is presented alongside a panel discussion and Q&A hosted by Melissa Jimenez with Oracle Red Bull Racing chief executive officer and team principal, Laurent Mekies, and Red Bull athlete Pepe Martí. The evening also includes fan meet and greets and product previews.

At the Madring circuit, Pepe Jeans runs a Custom Studio inside the Paddock Club, where guests can personalise denim and other items with Oracle Red Bull Racing x Pepe Jeans graphics. A second pop-up store sits inside Red Bull's Burladero hospitality venue at the track.

The collaboration also extends into Pepe Jeans' wholesale network, with dedicated placements at three El Corte Inglés stores in Madrid: Preciados, Goya and Sanchinarro, each carrying exclusive Formula 1 driver memorabilia alongside the collection. Online, the partnership gets dedicated landing pages on Pepe Jeans' own website and on Zalando.

Pepe Jeans is extending the campaign beyond Madrid through a group of fashion, lifestyle and Formula 1 influencers hosted at the Paddock Club and Burladero venues over the race weekend, who will share content from trackside styling to race-day coverage on the brand's Instagram and TikTok channels.

The Oracle Red Bull Racing x Pepe Jeans collection is available through Pepe Jeans' online store, the pop-up on Fuencarral 10, and selected Pepe Jeans retail and department stores.