With the ambition to be the premium brand of choice for the social generation of changemakers, HUGO, together with VCARB, inspires people to break free from convention, encouraging them to embrace the bold and disruptive spirit that defines both iconic brands. Prepare for a season of thrilling speed, fearless style and unapologetic self-expression as HUGO and VCARB revolutionize the world of F1 by redefining the boundaries of motorsport, championing individuality and self-exploration on and off the track.
“We are excited to deepen our involvement in motorsports by entering F1 with HUGO. Partnering with the Visa Cash App RB Formula One Team will allow us to connect with Generation Z on a global scale and in a powerful way. We look forward to continue to drive the synergies between sport and fashion, to offer consumers new and unique opportunities to immerse themselves in the HUGO brand,” says Daniel Grieder, CEO of HUGO BOSS.
HUGO partners with Visa Cash App RB Formula One Team and becomes official apparel partner. The collection includes competition-ready clothing and travel suits. The launch event in Las Vegas included performances by Kendrick Lamar and Baby Keem. Activation plans for key races to engage fans through physical and virtual experiences, product launches and talent partnerships.
Peter Bayer, CEO of RB Formula One Visa Cash App Equipment comments: “We are very excited to welcome HUGO to the Visa Cash App RB family as the team's official apparel partner. HUGO is a brand synonymous with style and capable of elevating even the most humble to the highest heights of sartorial elegance. We are excited about the first collection to be released and look forward to a long and creative partnership that will move the bar for F1 aesthetics. This sport is all about speed and margins, but expression and style are also essential and go hand in hand with success. “Together with HUGO, we hope to revolutionize F1 fashion and redefine the boundaries of what that means both on and off the track.”
From the start of the 2024 F1 season, the HUGO logo will appear on the racing suit, team clothing and VCARB team cars. The partnership will continue beyond the runway with limited-edition capsules of bold styles featuring the sophisticated touch of HUGO tailoring, but also on-trend performance pieces and stylish fan pieces. HUGO will also design and develop looks for the VCARB team, including formal wear for two of the sport's most charismatic drivers, Daniel Ricciardo and Yuki Tsunoda, along with a range of high-performance racing and travel clothing for the entire team.
Featuring graphic branding in bold colors and the signature metallic bull logo, HUGO-designed racing apparel features water-repellent softshell jackets, vibrant T-shirts and lightweight stretch pants, all made from track-ready technical materials. materials. The teams' official travel sets are defined by a sober and informal style. These relaxed basics follow iconic HUGO codes, including stacked metal logos and distinctive red box branding.
HUGO's entry into the world of F1 began with a bang at a spectacular event hosted by Visa Cash App in Las Vegas on February 8, where new car designs and team clothing emblazoned with HUGO branding were unveiled.
The event brought together more than 1,000 guests to witness this monumental moment that included high-energy performances by Kendrick Lamar and Baby Keem. Ricciardo and Tsunoda also appeared in head-to-toe HUGO looks, along with other VIPs including Tobi Brown, Reezy, Trevon Diggs, DeAndre Hopkins, Brian Branch, Myles Garrett, Darren Waller, Danny Amendola, Breece Hall, Kayvon Thibodeaux, Zoi Lerma , Baron Schoenvogel, Maurice Kamara, Leonie Wong, Sebastian Moy and Oliver Moy.
“Following the wave of enthusiasm and engagement generated by fans, we plan to activate key races on the F1 calendar with spectacular brand moments. Our 360° approach will provide the HUGO community with access to unforgettable physical and virtual experiences, product launches, immersive pop-up experiences and talent partnerships. As F1 is one of the fastest-growing sports on social media and built on fan culture, HUGO will amplify its presence through emotional storytelling across all the brand's channels, while expanding its community. with the most diverse audience of motorsports enthusiasts around the world.” says Nadia Kokni, Senior Vice President of Global Marketing and Brand Communications at HUGO BOSS.
This partnership promises to excite and resonate with HUGO's Gen Z audience and echo the excitement of F1, raising the level of anticipation and combining the power of sport and fashion within the brand's core platform: HUGO Your Way.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fiber2Fashion News Desk (RM)
