Boss and Russell Athletic team up to launch capsule collection of smart sportswear and casual wear, Life News & Top Stories
SINGAPORE – German fashion house Boss has teamed up with American sportswear brand Russell Athletic for a capsule collection.
Launching Thursday, April 22 in Singapore, the new Boss x Russell Athletic collaboration features a mix of unisex athleisure and chic, casual clothing – from sweatshirts to tapered shorts and even face masks.
This will be the first of the two capsule collections of the collaboration, with the second scheduled for September this year.
Russell Athletic Vice President Ricardo Aranda said: “Innovation and reinvention are important to Russell Athletic and Boss, and we’re really excited about what we’ve created together as a result.
“Drawing inspiration from the archives of both brands and exploring the creativity inherent in tailoring and sportswear, we have created a collection suitable for a new generation. “
Modeled on a basketball court, an exhibition showcasing the collection will be located outside the Mandarin Gallery until May 10.
Along with the backdrops for the photo ops, an augmented reality (AR) basketball game will also be available to the public via a QR code at the fairgrounds. Each week’s top three scorers will win an exclusive Boss x Russell Athletic basketball.
A basketball-inspired movie starring models Bella Hadid and Ashley Graham, and actor Keith Powers dancing and posing in clothes from the collection was also released last month, as part of the launch.
Here in Singapore, Boss launched an Instagram campaign on April 19 with players from the Singapore Slingers professional basketball team.
Hugo Boss South East Asia Managing Director Steven Lam says: “Sport has always been a major influence in our Boss collections. So, with the Boss x Russell Athletic collection, it was natural to involve the Singapore Slingers in our social media campaign, showcasing the court fashion on our national basketball players. “
He adds that the sports team has an active community outreach program where they run basketball clinics for the younger generation and hopes this campaign can present them as “inspirations for young Singapore players”.
Players involved in the campaign are also excited about the collection.
Slinger Lavin Raj says, “This collaboration took a nostalgic approach, bringing both the classic and modern attitudes that people are looking for. “
Retro-inspired designs and looser, relaxed fits offer a return to the vintage fashion that young people appreciate so much today.
Ingo Wilts, Hugo Boss Brand Manager, says vintage will never go out of style, especially in times of change like today, when people “tend to look more into the past.”
The resurgence of casual fashion has been underlined by a global shift towards more comfortable and casual clothing, as the pandemic has kept most people indoors and working from home over the past year or so.
And even as Covid-19 restrictions ease and more people return to the office, the trend for casual wear continues to rise.
“Causation is increasingly important to Boss, and we’ve seen our customers look to us for that during the pandemic,” Wilts said.
“Therefore, this collaboration is a continuation of our search for new ways to embrace a more casual aesthetic, ensure relevance and resonate with what consumers are looking for right now.”