Gone are the days of antiquated fashion rules. The Boss x Russell Athletic collaboration brings a contemporary twist to classic silhouettes and style — offering a young, fresh, and new collection.
This partnership sees the integration of Russell Athletic’s long heritage in leisure and sportswear with Boss’ high comfort and impeccable style.
“Bringing these two brands together gave us the chance to get really creative, and we’re excited to show this new collaboration,” said Ingo Wilts, Chief Brand Officer of Hugo Boss. This sentiment was shared by Ricardo Aranda, Vice President of Russell Athletic, who added, “By finding inspiration in both brands’ archives and exploring the creativity inherent in tailoring and sportswear, we’ve made a collection that’s fit for a new generation.
Drawing on the two iconic brands’ archives, the collection of off-court classics includes unisex styles that are both relaxed yet refined. Outerwear, accessories and sneakers were adorned with a retro-inspired Boss x Russell Athletic logo, while suit co-ords are sophisticatedly defined.
Cohesive to the collaboration, the campaign film depicts a victorious basketball squad celebrating their championship win to the sound of hip hop track Jump Around by House of Pain. The team – including famous models Ashley Graham, Bella Hadid and Lucky Blue Smith — dance and party together, showcasing the athleisure pieces.
In conjunction with the film, social media superstars such as Maulma, Winnie Harlow and Mina El Hammani participated in a 360-degree digital campaign, while a #BOSSUpYourGame TikTok challenge invited creators to experience the collection through virtual interaction. There is no doubt this collection offers nothing but good vibes.
Embrace your inner athlete with style in the Boss x Russell Athletic collection that drops on 22 April at selected Boss stores in Singapore.
(Images: Hugo Boss)