British Formula One team Aston Martin have announced a new partnership with fashion brand BOSS which will see the latter become the team’s Official Fashion Partner.
The partnership will get underway from 2023. BOSS will be developing and designing looks for the British racing team, which will include formal wear for the race drivers and also a range of high-performance and travel wear for the entire team. Aston Martin’s official team kit and travel style will also have BOSS’s iconic branding. The partnership will also see the BOSS branding feature on the Aston Martin race car starting from the British Grand Prix 2022.
Speaking about the partnership, Lawrence Stroll, CEO, AMF1 Group, commented:
“I fully recognise 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 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. We cannot wait to get started.“
Daniel Grieder, CEO 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, 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 will also see both brand extend their collaboration off the track and develop a limited-edition capsule collection featuring modern performance wear, which will be launched in 2023.