BRACKLEY, England – official release — Mercedes photo — The Mercedes AMG Petronas Formula One Team announced a partnership for 2015 with Hugo Boss on Wednesday, after the clothier and McLaren ended a 33-year relationship.
Hugo Boss, a market leader in the upper premium and luxury global apparel market, becomes a team partner of Mercedes AMG Petronas, and the team’s official supplier of lifestyle and formal wear clothing.
Its move to Mercedes coincides with a reunion of sorts with former McLaren driver Lewis Hamilton, now a member of Mercedes’ organization. With Mercedes-Benz and BOSS formally intensifying their existing co-operations earlier this year, extending the partnership into the brand’s Formula One team was a logical progression.
Hugo Boss will create high-performance teamwear for Mercedes AMG Petronas for use at the Formula One race tracks and the team’s headquarters, with Hugo Boss branding to feature on the 2015 Silver Arrows cars and trackside collateral.
Hugo Boss will also develop a Hugo Boss for Mercedes-Benz Collection, inspired by the F-1 team, which will be available twice a year featuring high-end menswear fashion.
“We are delighted to welcome Hugo Boss to our family of team partners, and to further extend the existing partnership with Mercedes-Benz,” said Head of Mercedes-Benz Motorsport Toto Wolff. “The synergies between our two companies are both striking and extensive; we operate to the highest levels of precision and quality in our pursuit of perfection, with both brands targeting the premium and luxury market. As a team, we are very pleased to have attracted another brand of the stature of Hugo Boss to add to our already extensive and impressive suite of partners. Everyone at the team is excited about the prospect of being ‘kitted out’ by Hugo Boss at the race tracks next season.”
Gerd von Podewils, Senior Vice President of Global Communications for Hugo Boss, added: “Mercedes AMG Petronas and Hugo Boss are a perfect fit in terms of their brand values, and both can look back on long success stories. We are pleased to join forces with such a strong partner and look forward to the synergies our partnership will generate down the road.”