Aston Martin F1 team partners with Boss

Beginning next year, the German Hugo Boss-owned business shall provide outfits for Britain's AM Formula One squad.

Boss, a fashion company has established a new collaboration with the Aston Martin Aramco Cognizant Formula One Team (AMF1), making it the team’s official fashion sponsor as part of its ongoing marketing campaign to engage crucial clients.

Boss has a variety of product offerings, from professional to easygoing, thus beginning next year, the German Hugo Boss-owned business shall provide outfits for Britain’s AM F1 squad. Including a selection of high-performance racing and travelling apparel for the entire crew, as well as formal wear for its race drivers.

The official team uniform and travel attire would combine branding, high-end fabrics, streamlined geometries, and sleek minimalistic details in the distinctive Boss aesthetic.

The brand’s logo will also be seen on AMR22’s bodywork from the British Grand Prix, which is been conducted at Silverstone, the home of British motor racing. The event will take place between July 1-3. The collaboration shall extend beyond the track, among its major projects is the combined creation of a 2023 release date limited-edition capsule series of contemporary performance wear.

CEO of Hugo Boss, Daniel Grieder, stated, “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.”

Lawrence Stroll, CEO of AMF1 Group, commented, “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.”

Boss said that it “took the choice to return to Formula One,” after carefully weighing the efforts that the competition has announced to reduce its worldwide environmental effect. This includes efforts to continue the adoption of hybrid technology, introduce a fuel that is entirely ecological before 2026, and make the sport a net-zero carbon activity by 2030.

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