Aston Martin has announced that German brand Hugo Boss will supply formal apparel for the Formula One team’s drivers and a range of race and travel wear for the entire team from the start of the 2023 season.
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The brand gains logo placement on the front wing endplates, with the deal signed in time for the British Grand Prix.
Aston Martin’s executive chairman, Lawrence Stroll said:
“I fully recognize the commitment and ambition shown by Boss and its return to Grand Prix racing with the Aston Martin Aramco Cognizant Formula One Team.
The arrival of Hugo Boss is further validation of the incredible work 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 characterizes the Boss brand. I look forward to affirming those values as we develop new and innovative collections together. We cannot wait to get started.”
Daniel Grieder, chief executive of Hugo Boss, added:
“Our ambition is always to work with strong partners whose defining values match those of our brands. Aston Martin’s impressive power lies in its focus on technology, craftsmanship, and iconic and luxury design – all guiding principles that the Boss brand shares.
We are excited to continue our long motorsports 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.”
The partnership is set to explore and extend its collaboration beyond the track. In one of its first initiatives, it will jointly develop a limited-edition capsule collection featuring modern performance wear, due to be released in 2023.
Hugo Boss made the decision to return to Formula One after carefully considering the steps the championship has announced towards reducing its global environmental impact. In addition to its ongoing adoption of hybrid technology, Formula One is set to introduce a 100% sustainable fuel in 2026 and has announced plans to be a net-zero carbon sport by 2030 through credible offsets and breakthrough CO2 sequestration programs.
This latest move strengthens the brand’s iconic relationship with international motorsport – one that began in 1972 and continues to this day – and supports the repositioning of BOSS as an international lifestyle brand focusing on authentic collaborations and unique customer experiences. This new partnership is part of the more comprehensive aim of the Hugo Boss Group to boost global awareness of its brands in the context of the CLAIM 5 strategy introduced last year.
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