The freshly re-branded BOSS is going from strength to strength in 2022. From unveiling the latest celebrity ambassadorships to presenting a stellar SS23 capsule reveal in Milan, there’s no stopping the German fashion powerhouse.
Starting in the new racing season, BOSS will design and develop exclusive looks for the AMF1 team, including formal apparel for its race drivers and a range of high-performance race and travel wear for the entire team.
— HUGO BOSS Corporate (@HUGOBOSS) June 30, 2022
BOSS has added its signature styling to the official AMF1 team and travel kits, combining iconic branding, premium materials, streamlined shapes, and sleek, minimal detailing. And from what we’ve seen, the looks are incredibly stylish.
The announcement also marks the return of the BOSS name to the Formula One and motorsport, with its logos set to be featured on the AMR22’s bodywork from this weekend’s British Grand Prix held at Silverstone – the home of British motor racing.
“Our ambition is always to work with strong partners whose defining values match those of our brands,” said Daniel Grieder, CEO of HUGO BOSS.
“Aston Martin’s impressive power lies in its focus on technology, craftsmanship, iconic and luxury design – all guiding principles that the BOSS brand shares. We are excited to continue our long motorsports legacy with AMF1, and we are looking forward to the many shared experiences we will deliver to fans, with our joint brand power and passion for speed.”
AMF1 Group CEO and billionaire Lawrence Stroll also added that the commitment and ambition of BOSS to return to Grand Prix racing is fantastic to see.
“The arrival of BOSS is a further validation of the incredible work we are doing to build a world-class platform where brands can partner, amplify, and activate on a truly international scale. I already know and appreciate the craftmanship, style, and detailing that characterizes the BOSS brand, and I look forward to affirming those values as we develop new and innovative collections together. We cannot wait to get started.”
Don’t just expect to see BOSS on race-days, either. The partnership is set to explore and extend its collaboration beyond the racetrack, with its first initiative to develop a limited-edition capsule collection featuring modern performance wear.
BOSS has successfully repurposed itself as an international lifestyle brand set to focus on authentic collaborations and unique customer experiences. This new partnership with AMF1 is indicative of this vision, especially in an industry that is ever-increasing its hybrid technology for a more sustainable future, with the Formula One set to introduce a 100% sustainable fuel by 2026 and further plans to be a net-zero carbon sport by 2030 through credible offsets and breakthrough CO2 sequestration programs.