With less than three weeks to go before the world’s top racers take to the iconic Gilles Villeneuve Circuit, the Villeneuve family is shifting attention to preserving the legacy of the legendary Formula 1 driver off the track. In a bold move to reclaim control over his image and legacy, Gilles Villeneuve’s children have officially launched the Gilles Villeneuve brand.
The announcement comes amid a period of tension and reflection for the family. Recently, a statue of Gilles Villeneuve was stolen, and his family made the decision to retrieve personal belongings from the Gilles Villeneuve Museum. These events prompted a deeper examination into how their father’s memory and likeness have been used publicly.
“We’ve been looking into what’s been going on and how people are either using his image, talking about him,” explained Gilles’ daughter, Melanie Villeneuve. “At some point, we realized that we’re not at all involved.”
The new brand, launched on Tuesday, is the family’s direct response to that realization. It includes a digital platform, active social media presence, and a clothing collection featuring a specially designed logo in honor of Gilles Villeneuve. The apparel carries a nostalgic aesthetic that reflects both Gilles’ racing era and the family’s pride.
“It’s a little bit vintage, but we’re super proud of the way it looks,” said Melanie. “We figure that it was time that we should implement quality control in terms of his narrative, his story. Make sure that whatever is said about him is true and it’s authentic.”
With the launch of this brand, the Villeneuve family hopes to ensure that their father’s legacy remains not only intact but also accurately represented — both on and off the track.
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