As of next year, Boss will be outfitting the racing drivers of the Formula One team as Aston Martin’s “fashion partner”. In addition to high-performance wear, the line of the Metzingen-based fashion company Hugo Boss will also design travel outfits for the team. The looks will feature classic Boss elements like “iconic banding, premium materials, clean lines and smooth, minimalist details.” As part of the collaboration, there will also be a capsule collection for end consumers with limited “modern performance wear”.
The label’s logos were already seen on the participating Aston Martin cars at the British Grand Prix, a motor race in Silverstone, Great Britain, which took place from Friday to Saturday. “We always strive to work with strong partners whose values align with those of our brands,” said Daniel Grieder, CEO of Hugo Boss. “The impressive strength of Aston Martin lies in its focus on technology, craftsmanship, the iconic and the luxurious Design – all guiding principles shared by the Boss brand.”
With the collaboration, Boss is pursuing its repositioning as an “international lifestyle brand that aims for authentic collaborations and unique experiences”.