BOSS is teaming up with iconic American brand Russell Athletic to create a capsule collection of bold casualwear for a new generation. Inspired by both brands’ archives, the designs will unite expert BOSS tailoring and Russell Athletic’s instantly recognizable sportswear aesthetic in a unique style.
HUGO BOSS Chief Brand Officer, Ingo Wilts says, “Casualization is an important element in our BOSS collections, so it’s the perfect time to partner with a pioneer in this field. Russell Athletic invented the sweatshirt almost 100 years ago, and it has been a great experience to work with a brand that has such a heritage and expertise in sportswear.”
Ricardo Aranda, Vice President of Russell Athletic, adds: “We are excited to partner with one of the biggest fashion brands in the world to create a collection that takes inspiration from fashion and sports to reinvent iconic pieces in a whole new way.”
On the partnership, Wilts continues, “When I first travelled to the US, a Russell Athletic sweatshirt was among my first purchases. I have always wanted to do something with the brand, so this collaboration is a very special project for me personally. Working with the team in Kentucky was absolutely enriching and inspiring.”
The BOSS x Russell Athletic capsule, which includes several items designed to be worn by both men and women, will launch in March 2021 with a campaign produced by publisher and creative agency Highsnobiety.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
