Hugo Boss Debuts Denim-Themed Formula 1 Car

Denim will hit the racing track this weekend at the Singapore Grand Prix.

Hugo Boss and Visa Cash App RB Formula One Team (VCARB) will debut F1’s first fashion-inspired livery since Benetton’s “united colors” livery over 30 years.

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The sartorial-themed livery features a denim design that pays homage to the German label’s Hugo brand. Zippers, distressed markings and leather-looking patches decorate the light and dark wash design.

Additionally, the VCARB team’s garage will be dressed in a denim theme and drivers Daniel Ricciardo and Yuki Tsunoda, will be wearing bespoke racing suits and Hugo outfits over the course of the weekend.

Hugo announced its partnership with VCARB in February, ahead of the start of the 2024 F1 season. As the team’s “Official Apparel Partner,” the Hugo logo is featured on the race suit, teamwear and the cars of the VCARB Team.

At the time of the announcement, Daniel Grieder, CEO of Hugo Boss, said partnering with VCARB is an opportunity for the brand to connect with Gen Z on a global scale and amplify the synergies between sports and fashion.

In recent years, Gen Z-focused brands and retailers like Pacsun, Abercrombie, Levi’s and Tommy Hilfiger have introduced F1 collections and initiatives.

“Over the years we’ve seen fashion brands join forces with F1 teams and drivers, especially when it comes to outfits, but never have we seen any of them take this step in full immersing themselves on track too. We’re really raising the stakes here and paving the way, showcasing that there’s so much more that can be done for brands to explore. I think we’re definitely going to open the eyes of these fashion houses and see more fashion-inspired liveries come to life,” said Daniel Ricciardo, Visa Cash App RB driver.

The design resonates with Visa Cash App RB driver Yuki Tsunoda. “Fashion is one of my passion points, so to see our team collaborating in such a unique way, beyond our team kit and our daily Hugo outfits is super cool, especially since no one else has ever done it before. Doing something like this is a real reflection of our identity and creativity,” he said, adding that it’s a way to connect with fans with other interests like art, music and fashion.