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BOSS reveals partnership with Aston Martin's F1 team

Sophie Smith
01 July 2022

BOSS has announced a new partnership with the Aston Martin Aramco Cognizant Formula One Team, which will see the brand become the team's official fashion partner.

Beginning in 2023, BOSS will design and develop looks for the team including formal apparel for race drivers and a range of high-performance race and travel wear for the entire team.

In addition, the BOSS logo will feature on the AMR22's bodywork for this weekend's British Grand Prix, held at Silverstone.

The partnership will also extend its collaboration beyond the track. In one of its first initiatives, the partnership will develop a limited-edition capsule collection featuring modern performance wear, due to be released in 2023.

Daniel Grieder, CEO of Hugo Boss, said: "Our ambition is always to work with strong partners whose defining values match those of our brands. We are excited to continue our long motorsport 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."

Lawrence Stroll, CEO of AMF1 Group, added: "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 craftsmanship, style and detailing that characterises the BOSS brand, and I look forward to affirming those values as we develop new and innovative collections together."

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