HUGO – the younger sibling of the two HUGO BOSS brands – has launched a brand new F1 themed capsule in collaboration with Red Bull.
Released to coincide with this weekends F1 Miami Grand Prix (taking place May 3rd – 5th) the inaugural HUGO x RB Collection will drop with a campaign fronted by Red Bull Formula 1 drivers Daniel Ricciardo and Yuki Tsunoda.
Awash with contemporary tailoring, modern performance-wear, and “iconic” fan-wear, the limited edition capsule features a bold combination of “sharp and laid-back, sporty separates” – with a nod to both the iconic Red Bull logo and HUGO’s signature red hue throughout.
Designed to appeal to the ever growing youth audience of F1, streetwear inspired pieces serve as the perfect offering for VCARB fans who are as invested in the pre-race fits, as they are the on-track drama.
Highlights include a bull-print blazer with coordinating suit pants, bull leather jacket with contrasting suede details in tactile suede, and an array of laid-back hoodies, tracksuits, and cargo pants.
Earlier this year, HUGO entered the world of motorsports, announcing its partnership with the Visa Cash App RB (VCARB) Formula One Team as the official apparel partner.
F1’s recent popularity with Gen-Z fans can be credited primarily to the fly-on-the-wall Netflix series Drive To Survive.
HUGO say their ambition is to be at the “forefront of youth culture” in motorsports, creating disruptive IRL experiences for the next generation of F1 fans through a range of off-track activations – kicking off with a new event series, HUGO GARAGE, the first of which will take place during the Miami race.
HUGO has also partnered with independent music platform Boiler Room for the Boiler Room x HUGO GARAGE party, celebrating the rebellious side of racing through music and fashion.
