German fashion giant BOSS continues its rebrand with yet another epic collaboration, this time in the way of an exclusive capsule collection with the late, great boxer, Muhammad Ali.
The BOSS x Muhammad Ali Collection is a limited edition, five-piece capsule that pays tribute to Ali and his trailblazing career. The capsule features heavily on relaxed staple essentials and matching accessories, like printed T-shirts and hoodies with artwork of Ali in his prime, and caps featuring the nickname “G. O. A. T.” in a neutral palette of black, camel, and white.
The accompanying campaign showcases the styles animated inside a boxing ring, twirling before the camera, feinting uppercuts, and right hooks.
BOSS say that the collection is all about ” confidence, dedication and respect;” a collection to honour Muhammad Ali and his great sporting achievements, as well as to feature as part of its ‘BOSS Legends Series’.
The collection was also brought to life to capture the attitude that the brand shares with arguably the greatest athlete of all time – the desire to conquer fears, believe in your abilities and to inspire towards greatness. It’s also a multi-faceted ambition that captures the essence of the new BOSS brand identity, which officially launched in January.
This won’t be the last iconic collaboration from the team at BOSS, either. Expect further capsules to be released over the coming months as part of the BOSS series. Each collection will be inspired by a legendary individual with a portion of the profits made donated to a charity close to their heart.
The Muhammad Ali collection is available online and will be available to shop in Australian stores in April.