Earlier this year, HUGO entered the world of motorsports, announcing its partnership with the Visa Cash App RB (VCARB) Formula One™ Team as the official apparel partner. One of two Red Bull-owned F1 teams – VCARB F1™ is a perfect alignment with the HUGO brand which shares its values of disruption, rebellion and boldness.

To coincide with the F1 Miami Grand Prix weekend, HUGO drops the inaugural HUGO x RB capsule collection with a campaign fronted by RB Formula 1™ drivers Daniel Ricciardo and Yuki Tsunoda. This bold, limited edition capsule is a collection of contemporary tailoring, modern performance-wear, and iconic fanwear, featuring a combination of sharp and laid-back, sporty separates – with a nod to both the iconic Red Bull logo and HUGO’s signature red hue throughout. Tapping into the ever growing youth audience of F1, this streetwear focused capsule is the perfect offering for VCARB fans who are as invested in the pre-race fits than the on-track drama.

F1’s recent popularity with social-driven Gen-Z fans can be credited primarily to “Drive to Survive”, the fly-on-the-wall Netflix series which attracted an under-30’s audience in the millions. HUGO’s ambition is to be at the forefront of youth culture in motorsports, creating disruptive IRL experiences for the next generation of F1 fans through a range of off-track activations – kicking off with a new event series, HUGO GARAGE, the first of which will take place during the Miami race. HUGO will partner with independent music platform Boiler Room with the Boiler Room x HUGO GARAGE party on 3rd May, to celebrate a rebellious side of racing through music and fashion.

Highlights include a bull-print blazer with coordinating suit pants, bull leather jacket with contrasting suede details in tactile suede, and an array of laid-back hoodies, tracksuits, and cargo pants. Its color palette of black, gray, cream, and sand tones is infused with HUGO’s bold, iconic red hue, capturing the rebellious, youthful attitude that runs through all elements of the brand’s partnership with the RB Formula 1™ Team. 

The HUGO x RB collection will be available on hugoboss.com

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