The Monegasque announced it in a short video featuring his partner Alexandra Saint-Mieux — whom he is set to marry following their engagement announcement a few weeks ago — and his dog, Leo.

“The brand was founded by Charles Leclerc in Monaco, as a personal expression of his creativity and style beyond racing,” reads the official website, launched alongside the announcement.

For the Monegasque, this is his second true entrepreneurial venture, following the launch of LEC in 2024, a low-calorie ice cream brand developed in collaboration with the GROM brothers and his manager Nicholas Todt.

Juan Pablo Montoya has warned that the Monegasque won’t stick around much longer if Ferrari keeps failing to deliver a competitive car.

The Monegasque delivered an impressive season last year, battling alongside Carlos Sainz for the Constructors’ Championship right up to the final race. He entered 2026 hoping to continue that momentum—but reality quickly proved otherwise from the very first rounds.

The Colombian also admitted that he struggles to grasp the enormous pressure surrounding Ferrari at the start of the season and points out that the Monegasque’s patience isn’t unlimited—sooner or later, it will run out, despite his long-term contract. Read his full comments here.