Lewis Hamilton has launched Card Culture by LH, turning a collecting passion that began with Pokémon and football cards during his childhood into a new retail venture. The brand’s website is now live, while its first physical store is opening in Frankfurt as part of plans that could eventually extend to further locations.
The Ferrari driver announced the launch through new posts on Instagram and TikTok, directing collectors to the Card Culture website and inviting those in Frankfurt to visit the shop. Hamilton also made clear that the opening represents the beginning of a broader project, with more developments already planned.
Lewis Hamilton launches first Card Culture store in Frankfurt
Card Culture by LH has been created around Hamilton’s long-standing interest in trading cards. The seven-time Formula 1 world champion explained that he had loved collecting cards since he was a child, covering everything from Pokémon to football and any other collections he could find.
That personal connection gives the venture a more specific foundation than a conventional celebrity endorsement. Hamilton is entering a category in which he has participated since childhood, and he described the opportunity to help shape its future as incredible.
The Frankfurt location is the first in-person Card Culture store. Hamilton acknowledged partner DA Card World while celebrating the shop’s arrival, writing: “CARD CULTURE !! Shout out to our partners at dacardworld, great to see our first in-person store come to life. If you’re in Frankfurt, be sure to stop by. Stay tuned, more locations coming soon.”
The shop’s interior is centred on the trading-card experience, with illuminated display cabinets and dedicated branding for established collecting categories. Card Culture by LH uses a distinctive black-and-yellow identity, with Hamilton’s name incorporated prominently into the store branding.
Card Culture by LH website goes live
The physical opening has been accompanied by the launch of the venture’s online platform. Hamilton confirmed on Instagram that the Card Culture by LH website was live and encouraged followers to visit it through the link in his profile.
“Card Culture by LH is now live !!! Head to the link in bio to check out our website and if you’re in Frankfurt, be sure to stop by the store that opens this week,” Hamilton wrote. “Stay tuned, we have a lot coming in the pipeline that we can’t wait to share. This is only the beginning.”
Lewis Hamilton: "I've loved collecting cards since I was a kid – Pokémon, football, anything I could get my hands on, so to now play a role in shaping the future of the category is incredible"#Lewis44 #LH44 #LewisHamilton #TeamHamilton #Hamilton pic.twitter.com/wdKbCN3RgF
— Scuderia Fans (@ScuderiaFansF1) July 28, 2026
The simultaneous online and in-person launch gives Card Culture an audience beyond the Frankfurt shop from its opening week. While no detailed expansion schedule has been announced, Hamilton’s reference to more locations confirms that the first store is not intended to be the venture’s final physical destination.
A personal project beyond Lewis Hamilton’s Formula 1 career
Lewis Hamilton has developed interests beyond Formula 1 throughout his career, but Card Culture is closely linked to an activity he enjoyed long before becoming a Grand Prix driver. His comments position collecting as the central idea behind the project rather than simply a theme selected for a new commercial launch.
The announcement does not disclose which cities could receive future stores or when the next location might open. For now, the focus is on establishing the website and the first Frankfurt shop, while Hamilton’s promise of further plans suggests that the Card Culture concept is designed to develop beyond its initial launch.
For Ferrari and Formula 1 supporters, the project offers a different view of Lewis Hamilton’s interests away from the circuit. It also marks the expansion of a childhood pastime into a branded physical and digital collecting platform carrying the seven-time world champion’s initials and name.
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