Flick back through the photo albums of motorsports' bygone days and – despite the occasional bout of suspect facial hair - you’ll find some of the best-dressed men and women in the world. With the imminent arrival of a new season of the FIA Formula E Championship and a new brand identity, Formula E’s new partnership with and global fashion house HUGO BOSS will see the series’ management, employees and volunteers dressed for success for the fourth season of the Championship.
With 35 years of experience in the world of motorsport, HUGO BOSS has “always [been] looking at innovative approaches to design and sustainability,” says CEO Mark Langer. Making use of recycled materials for the padding in its jackets and its commitment to sourcing sustainable cotton for its clothing lines are just two examples that chime well with the aims of the world's first fully-electric street racing series. “When we first encountered Formula E, we immediately saw its potential,” says Langer.
Launching on December 1 ahead of the season opener in Hong Kong the following day, fans will see the HUGO BOSS branding appear trackside throughout the city streets, on the official Formula E demo car and on Formula E staff clothing. “As the first Official Apparel Partner of the series, we look forward to seeing the dynamic style and innovation on show that HUGO BOSS is renowned for,” says Formula E Founder and CEO Alejandro Agag. With a glamourous calendar of races spread across five continents and eleven of the world’s most iconic cities, Season Four promises to be the best yet.
Where will you be watching? Click HERE for our broadcast guide.