Retail in Asia

Asia and Rio’s picks for the week

Hugo Boss partners with Russell Athletic on a casual wear collection

Hugo Boss

Hugo Boss is teaming up with iconic American brand Russell Athletic to create a capsule collection of bold casual wear for a new generation.

SEE ALSO : Hugo Boss launches first digital collection

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 is 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 traveled 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.”

SEE ALSO : The Crocs x Justin Bieber collection reveals

The Pre-Fall 2021 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.