German fashion brand Boss, owned by Hugo Boss, has announced a partnership with the Aston Martin Aramco Cognizant Formula One Team (AMF1). Under this collaboration, Boss will design and develop outfits for the AMF1 team, including formal clothing for the race drivers and high-performance race and travel wear for the entire team. The team kit and travel styles will feature Boss’s signature styling, which combines branding, premium materials, streamlined shapes, and minimal detailing.
The partnership between Boss and Aston Martin will extend to the world of motorsport, with the Boss logos being featured on the bodywork of the AMR22 car starting from the British Grand Prix. Hugo Boss CEO, Daniel Grieder, expressed his excitement about working with Aston Martin, highlighting the shared values of technology, craftsmanship, iconic design, and luxury between the two brands. Lawrence Stroll, CEO of AMF1, sees the partnership as a validation of their efforts to create a world-class platform for brand collaborations on an international level.
Aside from their on-track collaboration, Boss and Aston Martin are also set to collaborate on a limited-edition capsule collection featuring modern performance wear, scheduled to be launched in 2023. Boss’s decision to return to Formula One was influenced by the championship’s commitment to reducing its global environmental impact. This includes the adoption of hybrid technology, plans to introduce sustainable fuel by 2026, and the goal of becoming a net-zero carbon sport by 2030.
Boss has a longstanding association with international motorsport, dating back to 1972. The brand views these partnerships as a way to support its repositioning as an international lifestyle brand focused on genuine collaborations and exceptional customer experiences. The collaboration with Aston Martin and the AMF1 team marks an exciting milestone for Boss as it continues to strengthen its presence in the motorsport world and connect with key consumers through strategic partnerships.
Useful Links:
1. For more information on Boss: Hugo Boss Official Website
2. To learn about Aston Martin Aramco Cognizant Formula One Team: Aston Martin F1 Official Website
