How was our mug designed?
Sometimes the best ideas don’t come from a tightly written business plan, but simply from sitting on the sofa watching a race.
That’s how it started for us.
We were watching Formula 1 and talking about merchandise. Not the standard items you see everywhere, but something more exclusive. Something you’d actually use during a race weekend. Not products that end up in a cupboard, but something that becomes part of the viewing experience itself.
We asked ourselves: where is the truly exclusive Formula 1 merchandise?
Not the usual shirts and caps, but something that feels like a collector’s item. Something that feels premium, yet still practical.
During that conversation, the idea came up. At first as a joke.
What if you made a Formula 1 steering wheel as a mug?
We actually laughed about it. It sounded absurd. But at the same time, it stuck with us. Because the more we thought about it, the more it started to make sense. Everyone has a drink during a race. Coffee, beer, whatever. So why doesn’t a mug exist that truly fits the sport?
That moment wasn’t immediately the start of a brand. It was just an idea that kept circling in our heads. But looking back, that’s where Pitvex was born.
From joke to serious idea
In het begin was het vooral: dit is grappig.
Maar ook: dit zou best eens kunnen werken.
We wilden al langer iets doen met exclusieve merchandise. Niet zomaar een webshop met standaard producten, maar iets dat echt anders voelt. Iets dat je niet overal ziet. De mok werd uiteindelijk het eerste product, en daarmee ontstond Pitvex.
Wat begon als een grap tijdens een raceweekend, werd langzaam serieuzer. We bleven erover praten. Hoe zou het eruit moeten zien? Hoe groot? Hoe gedetailleerd? Hoe zorg je dat het geen speelgoed wordt, maar iets dat premium aanvoelt?
Op dat moment wisten we nog niet of iemand dit überhaupt zou kopen. Dat was ook meteen de grootste twijfel. Is dit niet te niche? Gaat iemand hier echt geld aan uitgeven?
Toch besloten we het gewoon te proberen.
The first prototypes
The first prototype was… okay.
But more importantly, it proved that the idea could actually work from a technical standpoint.
After that, the real adjustments began. In total, we went through five prototypes before we were truly satisfied. Each version brought us closer to what we had in mind.
The first was too big.
The second too small.
The third felt too plastic.
The fourth lacked that premium feel.
We wanted it to feel solid. To have weight. To include details. Something you pick up and immediately think: this is different.
That was probably the part we were most obsessive about. It couldn’t be a gimmick. No cheap look. No toy-like feel. It had to be something you place on the table that instantly stands out. Something that still feels great to use months later.
That phase took around three to four months. Constant small adjustments. Small improvements. Until the moment we looked at it and thought: this is it.
Het moment dat het echt werd
When we finally had a prototype in our hands that truly felt right, the feeling was simple: this could work.
We showed it to people around us and the reactions were noticeably positive.
“This is hard.”
“Genius.”
Comments like that help. But you only really know if something works when people actually want to own it.
The first orders were therefore an important moment. Not because there were many, but because they confirmed that others saw it the same way we did. People reacted enthusiastically — not just to the mug itself, but also to the branding and the overall feel around it.
That was the point where it stopped feeling like a fun idea and started to feel like something that could become serious.
Why this mug?
For us, it had to be more than a gimmick. It needed to be a product you can use every day while still giving that sense of exclusivity and race atmosphere.
For many fans, watching a race is a moment in itself. Television on, drink ready, building tension. We wanted to create something that becomes part of that moment. Something you pick up during a race that instantly connects to the sport.
The shape of a steering wheel felt like a natural choice. It’s one of the most recognisable parts of a Formula 1 car. But it’s also a difficult element to translate into a functional product. That’s why it took time before the design truly felt right.
It couldn’t be too over the top, but it had to be recognisable. Not too heavy, but still solid. Not too busy, yet still detailed.
Finding that balance took time.
Pitvex as the starting point
The mug was the first product, but not the final destination. Pitvex was born from that single idea, but the plan has always been to build on it. A place where fans can find exclusive, premium merchandise that feels different from the standard offerings.
We want to create products that are not only great to look at, but also great to use. Items that earn a place in the home and become part of the race weekend.
The first positive reactions and orders gave us the confidence that we’re on the right track. The feeling that people understand it. That they see what we’re trying to build.
That’s something we’re proud of.
Looking back
Looking back, it all started quite simply. Two guys on the sofa, a race on TV and a conversation about what was actually missing in the world of F1 merchandise.
The idea of a steering wheel as a mug began as a joke. But it’s often those simple moments that grow into something bigger. By putting time into it, staying critical and not settling for “good enough”, we eventually created the product that exists today.
Not because we specifically wanted to make a mug, but because we wanted to create something that felt different. Something more exclusive. Something you genuinely enjoy using.
And that’s what Pitvex is all about.