Retailer HUGO BOSS and motoring giant Porsche join forces with a collaboration in Formula E racing. The fashion group will also be the official outfitter to the Porsche motorsports team worldwide.
HUGO BOSS and Porsche are two global players with shared regional roots. Beginning next year, its capacity as an official partner to the sport, Hugo Boss – which already boasts a long tradition of motorsports sponsorship – has been successfully engaged in the electric-powered racing series since the end of 2017. From December 2019, which marks the start of the next championship season, Porsche too will be joining the Formula E circuit with its own works team – outfitted by Hugo Boss.
The shared passion for racing as well as a fascination with design and innovation inspired the creative minds at Hugo Boss to produce the “Porsche x BOSS” capsule collection. Standout features include premium leather and wool materials portrayed in the Porsche and Hugo Boss signature colours, namely silver, black and red. Starting in March 2019, a range of menswear styles from the debut capsule collection will be available online and at Hugo Boss stores.
“Hugo Boss and Porsche are both synonymous with outstanding innovation and consummate quality,” says Mark Langer, CEO of Hugo Boss AG. “We have been working successfully with motorsports over recent years and decades. That is why, with the future-oriented Formula E, I am especially pleased that we are taking our cooperation to a new level.”
“Formula E is an exceptionally attractive racing series,” said Oliver Blume, CEO of Porsche AG. “It offers us the perfect environment to strategically evolve our vehicles in terms of efficiency and sustainability. We’re looking forward to being on board in the 2019/2020 season. In this context, the renowned fashion group HUGO BOSS represents the perfect partner to outfit our team.”