Hugo, the freshest face in the Hugo Boss family, has clinched a pivotal role as the official apparel partner for the Visa Cash App Red Bull Formula 1 team. This announcement follows a previous partnership between Hugo Boss’s sister brand, Boss, and the Aston Martin F1 team, underscoring the fashion giant’s expanding footprint in the high-octane world of motorsports.
Daniel Grieder, CEO of Hugo Boss, expressed enthusiasm about the new venture, highlighting the partnership’s potential to bridge the brand with Generation Z audiences worldwide through the dynamic platform of Formula 1. This collaboration is poised to blend the worlds of sports and fashion, offering unique experiences for Hugo enthusiasts.
Kicking off with the 2024 F1 season, Hugo’s branding will be prominently displayed on the team’s race suits, teamwear, and cars. The brand is set to tailor formal attire for the team’s drivers, Daniel Ricciardo and Yuki Tsunoda, and craft a specialized line of race and travel wear for the entire crew, promising cutting-edge designs that resonate with the brand’s bold aesthetic.
Peter Bayer, CEO of the Visa Cash App RB Formula One Team, welcomed Hugo’s inclusion, praising the brand’s capacity to infuse elegance into the sport. The partnership aims to shake up the traditional F1 fashion scene, introducing innovative styles that complement the sport’s inherent speed and precision.
As fashion continues to converge with Formula 1, Hugo’s foray into the sport signifies a growing trend where style meets speed, promising an exciting fusion for fans and fashionistas alike.