Kering Eyewear’s Maui Jim has announced a link-up with UK-based Formula 1 team Oracle Red Bull Racing for a multi-year partnership.

F1 partnerships have become hugely important for higher-end fashion and accessories brands in recent periods.

Maui Jim first linked with Red Bull Global Sports last year and starting from this year’s F1 season, it will provide its polarised eyewear tech to the entire eight-time world champion Oracle Red Bull Racing team.

The products will be worn by the team’s drivers, as well as by its pit crew and support staff throughout the global race calendar this year and beyond.

The brand was originally launched in Hawaii in 1987, later joining the Kering Eyewear portfolio. The company said it shares Oracle Red Bull Racing’s spirit of innovation and ambition while staying true to its Hawaiian Heritage.

The link-up makes strong commercial sense with the brand’s Polarized Plus2 lenses being a key focus of its offer and making its sunglasses ideal for drivers, whether they’re racing at speed around a track or driving a regular car in sunny weather.

Kering Eyewear CEO Robert Vedovotto said called the new deal is an “exciting milestone” for the label.