Aston Martin Aramco Cognizant Formula One Team and Hugo Boss are launching a partnership marking the brand’s return to F1.
The German fashion brand is returning to Formula 1 five years after leaving for the electric Formula E series.
Their deal will initially run until 2025 with the BOSS logo immediately being featured on the AMR22’s bodywork from this weekend’s British Grand Prix while starting next year, the German manufacturer will design and develop looks for the AMF1 team – including formal apparel for its race drivers and a range of high-performance race and travel wear for the entire team.
Hugo Boss Chief executive Daniel Grieder said that the pull of Netflix’s “Drive to Survive” docu-series, new rules to make racing more competitive and a push for sustainability were compelling factors in teaming up with Aston Martin.
“We want to become a 24/7 lifestyle brand,” said Grieder.
“When you see what Lawrence does with Aston Martin, it’s a similar story.”
Hugo Boss is not new to the F1 having partnered with former champions McLaren for decades before moving to Mercedes in 2015 which went on to dominate the next eight years.
In 2017 the brand left F1 with the previous CEO Mark Langer telling German weekly magazine Focus that the deal was ending because “Formula E is more innovative and sustainable” and electric racing was more attractive to a younger audience.
Grieder said that had not proved to be the case. “It didn’t make it. Formula E was never the same as Formula One. It didn’t become as relevant as it should have become,” he said.
“Formula One is also back, better than ever. It’s a global sport … and they also have commitments to a more sustainable world and races.
I think the sport is even more relevant than ever and the whole world is watching and so many fans are into it and it’s so exciting at the moment.”
Having three races in the United States next year was also attractive: “I think the balance they found now is perfect,” said Griedel.
Max Verstappen currently leads the F1 standings with British Grand Prix next up on the calendar.
