BOSS x Russell Athletic
For the year it has been, we’ve all had to succumb to new ideas about the way we interact, the way we shop, the way we communicate and even the way we dress. As video conferencing has taken not just the front seat but the wheel, everyones approach to style and wardrobe has taken the back seat. Ultimately leading consumers to a more relaxed and leisure way of dressing in the confinements of their home. Brands such as Hugo Boss, whose known for its superb tailoring and sleek designs, had to pivot in a way to not only think refined but also comfort yet stylish and sporty while maintaining the brands aesthetic and dna. Why not partner with a brand whose knowledge is rooted in sportswear dating back to over a century like Russell Athletic?
And here we are, a collaboration between two brands who understand their heritage, their consumer and message, launching a capsule collection fusing those very ideas. The Boss x Russell Athletic collection was in development for over a year with no “in-person” meetings that were in fact all virtual only to turn out one of the coolest collabs to date! Including some 30 pieces that include apparel, accessories and footwear, you’ll be able to find blazers, tailored shorts, joggers, bomber jackets, sweatshirts and sweaters that are unisex. The sporty and polished vibe of this capsule is definitely one for the books (so look forward to a follow up in September).
There are a couple more things to add however that makes this partnership so intriguing! Boss will be hosting a digital fashion show on Boss.com today at 2pm EST, streamed from Gotham Hall in NYC featuring some of the top names in fashion like Ashley Graham, Bella Hadid, Lucky Blue Smith, Miles Richie (son of icon Lioinel Richie) and actor Keith Powers. The ones that signed up for the Boss newsletter in advance got to shop the collection 24 hours earlier. Also the brands have come together to launch an AR basketball game that you can access via a QR code to test your jump shot! With a built -in leaderboard, the highest scorers can win an exclusive BOSS x Russell Athletic basketball.
This partnership is a true sartorial moment that we’ve all been wanting and needing to fit our fashion needs right now! Check out some of the styles below.
