Boss becomes F1 team Aston Martin's fashion partner

By

Sandra Halliday

Published
Jul 1, 2022

The Boss brand is continuing its marketing drive to reach key consumers and has announced a new partnership with the Aston Martin Aramco Cognizant Formula One Team (AMF1) that sees it being named the team’s official fashion partner. 

Boss’s wide range of products from formal to casual means that starting next year, the German Hugo Boss-owned label will design and develop looks for Britain’s AMF1 team – including formal clothing for its race drivers and a range of high-performance race and travel wear for the entire team. 

The official team kit and travel styles will feature signature Boss styling, “combining branding, premium materials, streamlined shapes, and sleek, minimal detailing”. 

The Boss name also returns to the most competitive motorsport series in the world earlier than that with its logos being featured on the AMR22’s bodywork from the British Grand Prix, held at Silverstone, the home of British motor racing, on July 1-3. 

“Our ambition is always to work with strong partners whose defining values match those of our brands,” said Hugo Boss CEO Daniel Grieder. “Aston Martin’s impressive power lies in its focus on technology, craftsmanship, iconic and luxury design – all guiding principles that the Boss brand shares.”

And AMF1 group CEO Lawrence Stroll added that “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”.

Of course the link-up will go beyond the track and one of its key initiatives, will see the joint development of a limited-edition capsule collection featuring modern performance wear, due to be released in 2023.

Boss said it “made the decision to return to Formula One after carefully considering the steps the championship has announced towards reducing its global environmental impact”. That includes the ongoing adoption of hybrid technology and plans to introduce a 100% sustainable fuel in 2026, as well as being a net-zero carbon sport by 2030.

The Boss brand’s links to international motorsport date back to 1972 and the company said such links also “support the repositioning of Boss as an international lifestyle brand focusing on authentic collaborations and unique customer experiences”.