BOSS is Getting Ready for the Races With Aston Martin Aramco Cognizant Formula One™ Team
BOSS returns to the iconic championship in style.
BOSS is bringing high fashion to Formula 1. The global fashion brand announced its new partnership with the Aston Martin Aramco Cognizant Forum One Team (AMF1) today. As their official fashion partner, the AMF1 team will be crossing the finish line in style.
After carefully considering the steps that Formula One has announced towards reducing its global environmental impact, BOSS decides to return to the iconic championship. In addition to its hybrid technology, the championship announced that it will introduce a 100% sustainable fuel in 2026, and plans to be a net-zero carbon sport by 2030.
Starting next year, BOSS will design and develop team outfits. Racers will receive formal apparel and high-performance race and travel wear from the German manufacturer. The iconic BOSS branding, premium materials, sleek detailing, and sharp, streamlined shapes, deck cover the new uniforms.
The brand makes its return to the competitive motorsport series as part of the British Grand Prix on July 1. The BOSS logo is proudly displayed on the bodywork of the AMR22, showcasing the collaboration between the two companies.
“Our ambition is always to work with strong partners whose defining values match those of our brands,” said Daniel Grieder, CEO of HUGO BOSS. “Aston Martin’s impressive power lies in its focus on technology, craftsmanship, iconic and luxury design – all guiding principles that the BOSS brand shares. We are excited to continue our long motorsports legacy with AMF1, and we are looking forward to the many shared experiences we will deliver to fans, with our joint brand power and passion for speed.”
“The arrival of BOSS is 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. I already know and appreciate the craftsmanship, style, and detailing that characterizes the BOSS brand, and I look forward to affirming those values as we develop new and innovative collections together,” said AMF1 Group CEO Lawrence Stroll.
The partnership does not end on track. Both BOSS and AMF1 explore the collaboration beyond the constraints of the track with a new limited-edition capsule collection. Featuring modern performance wear, the racing team and BOSS will design the collection in conjunction. The limited-edition collection is due to be released in 2023.
Since 1972, BOSS has admired international motorsport, and shown its support for the craft time and time again. With this new collaboration, they hope to bring a unique experience to their customers.