Bobby Hundreds reveals how three global powerhouses aligned on an unapologetically bold vision.
Fueling the Magic Through Fashion
After debuting their partnership last year, Disney and Formula 1 are accelerating their collaboration by bringing Gentle Monster into the mix. The new project expands the Fuel the Magic campaign with a collection of eight eyewear pieces across five distinct designs. According to Bobby Kim, better known as Bobby Hundreds and now Vice President of Creative for Disney Consumer Products in the Americas, the alignment feels natural.
Pairing Disney’s storytelling legacy with F1’s tribal global fandom sets the stage. Introducing Gentle Monster shifts the tone toward high fashion and boundary pushing design. Known for sharp geometry and theatrical presentation, the eyewear brand channels racing logomania and bold co branding into silhouettes unlike anything Disney has produced in its 103 year history.
Heritage Meets High Concept Design
For Bobby Hundreds, the collaboration represents a meeting of masters. Disney brings decades of art direction and world building, while Gentle Monster approaches eyewear with experimental rigor. The shared language lies in product, experience, and content working together.
As the architect of the Disney x F1 creative vision, Bobby established the aesthetic guardrails and brand foundation before handing the concept to Gentle Monster. From there, the Korean eyewear label translated the racing infused narrative into sculptural frames that feel instantly recognizable yet entirely new. The collection balances Disney’s heritage with a willingness to challenge expectations.
Breaking Rules While Honoring Legacy
Operating as a heritage brand adds layers of responsibility. Disney maintains strict guidelines around character integrity and historical continuity, ensuring each collaboration honors generations of creative stewardship. Yet, as Bobby notes, the most exciting outcome emerged when Gentle Monster understood the rules and still found ways to break them.
The result is a collection that feels unmistakably Disney x F1 while pushing into elevated fashion territory. The frames are bold, theatrical, and intentionally unconventional. Rather than producing safe merchandise, the trio aimed to create statement pieces that redefine what Disney can look like in a contemporary design context. With this release, Gentle Monster, Disney, and F1 signal a future where fantasy, sport, and avant garde fashion race forward together.
