Boss becomes official Aston Martin Aramco Cognizant Formula One fashion partner. Starting next year, Boss will design and manufacture costumes for the entire AMF1 team – with an official changing wardrobe for drivers, a variety of performance competitions and team transport uniforms.
So Boss reunites with motorsport and Formula 1. Certainly the Boss brand, historically linked to F1 by a long-time ally McLaren ally then Mercedes, left the discipline at the end of 2017 and turned 100% to Formula E. Boss is still an ally. of the Formula E world championship with the Porsche team.
As an official partner, logos will be affixed to the AMR22 artwork in Silverstone as part of the British Grand Prix, July 1-3.
Daniel Grieder, CEO of Hugo Boss “Our ambition is to always work with partners whose values are in line with those of our brands. The strength of Team Aston Martin Aramco Cognizant Formula One lies in technology, ethical and elegant structure – all the key principles that the Boss shares. developing our long history in the automotive game with AMF1, and we look forward to the many collective experiences we will be able to give to fans, thanks to our passion for speed and technology. »
Lawrence Stroll, CEO of AMF1 group “I am fully aware of the commitment and aspirations shown by the Boss for his return to the Grands Prix with the Aston Martin Aramco Cognizant Formula One Team. I already know and appreciate the style and details that identify the Boss, and I look forward to developing new conventions that reflect our values. »
The partnership, which goes beyond the song, will include a small collection of editions to be launched in 2023. Following the adoption of hybrid technology, System 1 is expected to introduce 100% sustainable fuel by 2026 and become a zero-carbon-free game by 2030. These steps The new ones encouraged Boss to return to the championship. This new initiative strengthens the brand relationship with motorsport – a relationship that began in 1972 and continues today – and supports the re-appointment of Boss as an international brand. This new partnership is part of Hugo Boss Group’s overall goal of strengthening the international awareness of its brands within the Dai 5 strategic framework launched last year.