Boss introduces new double-B monogram, Hugo unveils Formula 1 link-up

Hugo Boss’s Hugo and Boss brands have had plenty of news this week with a key new monogram design and an important sports partnership.

First Boss. It has launched its SS24 collection featuring “an elevated assortment across all categories, combining the force of the brand’s tailoring knowhow with casual pieces and accessories”. 

And a “standout feature in the new selection” is the Double B monogram, described as “an eye-catching emblem that symbolises the spirit of a true Boss – a person with the power to make bold life choices and isn’t afraid to make a statement”.

This monogram has a “sleek interwoven design” with the company saying it “carries with it a wealth of significance while being showcased across essential pieces in the full product range, from apparel to accessories”.

The Double B selection includes core apparel, such as monochrome or tone-on-tone suits, jersey pieces, bomber jackets, and knitwear. Key Double B menswear styles include a sporty backpack, and a crossbody bag. In womenswear, the monogram is featured on the closure of a leather shoulder bag with metal straps, a crossbody bag, and a pair of high-heeled sandals. 

The Double B also accents casual pieces available in both the men’s and women’s selections, including trainers.

A “multi-pronged digital campaign marks the debut”. The motif is being recreated in super-sized 3D images using hyper-realistic CGI technology in “iconic settings around the globe”.

Boss will also “invite influencers and ambassadors to express their personalities and attitude through the ‘Double B, Every Me’ campaign”.

The idea is that they’ll “create different characters of themselves while showcasing their authentic, multifaceted personalities, interacting with and wearing the Double B products. The approach creates a fun and lighthearted opportunity to share engaging social content and invite our global audience to participate in the campaign”. 

As for Hugo. it has taken what its says is “a bold step into the world of sports” via a new partnership with the Visa Cash App RB (VCARB) Formula One Team, starting this season. 

The collab makes it the Official Apparel Partner of the team, which it said is “an unparalleled opportunity for the brand to leverage the global appeal of F1 by taking it off track and authentically grounding it in culture”.

It said consumers should “prepare for a season of exhilarating speed, fearless style, and unapologetic self-expression as Hugo and VCARB disrupt the world of F1 by redefining the boundaries of motorsports, championing individuality and self-exploration on and off the track”. 

So what does that all mean in practice? The Hugo logo will be featured on the race suit, teamwear, and cars of the VCARB Team. There will also be limited-edition capsules of “bold styles featuring the sophisticated edge of Hugo’s tailoring, but also fashion-forward performance wear and stylish fanwear”. Hugo will also design and develop looks for the VCARB Team, “including formal apparel for two of the sport’s most charismatic drivers, Daniel Ricciardo and Yuki Tsunoda, along with a range of high-performance race and travel wear for the entire team”.

The race-wear features “graphic branding in bold colours” with the logo of the signature metallic bull seen on water-repellent soft-shell jackets, on T-shirts, and lightweight stretch trousers in track-ready technical materials. 

Company CEO Daniel Grieder said Hugo Boss is deepening its involvement in motorsports by entering F1 and that the link-up “will enable us to connect with Generation Z on a global scale and in a powerful way. We look forward to further driving the synergies between sports and fashion”.

And Peter Bayer, CEO of VCARB, added: “We are pumped about the first collection that is set to drop and look forward to a long and creative partnership that will move the bar on the F1 aesthetic. This sport is all about speed and margins but expression and style are also critical and go hand in hand with success.”