HUGO Celebrates The F1 Miami Grand Prix With A Sleek Capsule Collection

HUGO is also kicking off an event series in partnership with Boiler Room.

Earlier this year Hugo Boss’ sister label HUGO entered the world of motorsports with a Red Bull-owned Visa Cash App RB (VCARB) Formula One™ Team partnership, becoming the team’s official clothing partner. This weekend HUGO celebrates the F1 Miami Grand Prix with its first official F1 clothing capsule and an event series with Boiler Room.

The inaugural HUGO x RB capsule features a bull-print blazer with coordinating suit pants, a bull leather jacket with contrasting suede details in tactile suede, and an array of laid-back hoodies, tracksuits, and cargo pants set in a dark, sleek colour palette of black, grey, cream and sandy tones, each piece punctuated by HUGO’s signature bright red. The campaign features RB Formula 1™ drivers Daniel Ricciardo and Yuki Tsunoda against a cold dark background lit by bright white lights. 

The collection is HUGO’s latest move in embracing younger audiences, this time capitalising on F1’s immense popularity with under 30s following Netflix’s fly-on-the-wall series “Drive to Survive”. As part of this launch, HUGO is launching an event series called HUGO GARAGE, the first of which kicked off last night after the Miami race. HUGO GARAGE will continue in partnership with independent music platformer Boiler Room, as HUGO further explores the cross-generational subcultures in racing through music and fashion. 

The HUGO x RB collection will be available from hugoboss.com

-
Join the Clash mailing list for up to the minute music, fashion and film news.