01/10/2014
NEWS STORY
German luxury fashion and style house Hugo Boss partners up with Mercedes for 2015.
A market leader in the upper premium and luxury global apparel market, Hugo Boss will become a team partner of Mercedes AMG Petronas, and the team's Official Supplier of Lifestyle and Formal Wear Clothing from 1 January 2015.
With Mercedes-Benz and Hugo Boss formally intensifying their existing co-operations earlier this year, extending the partnership into the brand's Formula One team was a logical progression. A long-standing supporter of Formula One and motorsport, Hugo Boss has vast experience in sport and lifestyle sponsorship where Mercedes-Benz is also active.
Hugo Boss will create high-performance teamwear for Mercedes AMG Petronas for use at the Formula One race tracks and the team's headquarters, with Hugo Boss branding to feature on the 2015 Silver Arrows cars and trackside collateral. Hugo Boss will also develop a 'BOSS for Mercedes-Benz Collection', inspired by the Formula One team, which will be available twice a year featuring high-end menswear fashion.
"We are delighted to welcome Hugo Boss to our family of team partners, and to further extend the existing partnership with Mercedes-Benz," said Toto Wolff. "The synergies between our two companies are both striking and extensive; we operate to the highest levels of precision and quality in our pursuit of perfection, with both brands targeting the premium and luxury market. As a team, we are very pleased to have attracted another brand of the stature of Hugo Boss to add to our already extensive and impressive suite of partners. Everyone at the team is excited about the prospect of being 'kitted out' by Hugo Boss at the race tracks next season."
"Mercedes AMG Petronas and Hugo Boss are a perfect fit in terms of their brand values, and both can look back on long success stories," added Gerd von Podewils, Senior Vice President Global Communications, Hugo Boss. "We are pleased to join forces with such a strong partner and look forward to the synergies our partnership will generate down the road."