Photography by Rudy Carezzevoli/Getty Images.
Smoking tyres and the scent of burning rubber signal the start of a Formula 1 race. At its heart: Liam Lawson. With a sharp gaze and sharper instincts, Lawson now fronts HUGO Eyewear. In partnership with the VCARB team, HUGO’s designs reflect the precision, power, and thrill that define Lawson’s journey–both on and off the track.
SLEEK: Which part of the race–from acceleration to the finish–gives you the biggest adrenaline rush?
Liam Lawson: Lap one gives me the most adrenaline. It’s the most exciting and intense part of the race. The tyres are still cold, and the cars are jostling for position. It’s also the biggest opportunity for a driver to gain ground. Normally, overtaking is quite difficult, so the start presents the most chances to make moves.
S: How do you maintain clarity under such high pressure?
LL: That comes with experience. We drivers spend our entire lives under high intensity, starting with go-karts and working through various racing categories. Whatever car you’re in, you’re always pushing the limit. We’re constantly making decisions while driving right on the edge, and it gets progressively more challenging. Obviously, Formula 1 is the toughest, but with time and experience, it becomes manageable. We also work on mental focus and reaction time in our training away from the track.
S: Managing emotions must have taken time. How did your career begin?
LL: I was definitely worse at managing my emotions when I was younger–I was naturally more reactive. It was something I had to work on. There were key moments in my career when I realised how crucial it was to stay calm under pressure. I’ve developed that ability over time, and now I’m much better at handling intense situations.
Liam Lawson is wearing HUGO Eyewear. Image Courtesy of HUGO.
S: As the face of HUGO Eyewear, what’s important to you in sunglasses for your sport?
LL: I switch styles depending on the environment, sunlight, and the vibe of the place I’m in. My personal style is quite clean and polished, so I like to elevate that with HUGO Eyewear. From a performance standpoint, we race in many sunny, warm locations, so sunglasses are essential–not just for protecting my eyes, but also for enhancing my look.
S: With racing suits being so uniform, how do you express your style with HUGO Eyewear?
LL: I like to wear different styles of sunglasses to stand out a bit. Eyewear can often be quite generic, but with HUGO Eyewear I can explore new looks. Their designs align with my clean aesthetic. When I’m in uniform, the sunglasses add something unique and personal–they reflect who I am beyond the race suit.
S: So, everything you do, you do in your own way. How does the slogan #HUGOYourWay resonate with you?
LL: It really resonates with me. I always try to do things differently–in my own style and on my own terms. I think it’s part of where I come from. I’m incredibly proud to be from a small country, but I’ve probably always felt a bit different. Coming up through the ranks in my career, I’ve tried to embrace that uniqueness–whether it’s how I dress, how I speak, or how I act.