Hugo Boss has replaced AlphaTauri to be the new named Visa Cash App RB’s new apparel partner from 2024 F1 season onward.

Over the course of the winter and also towards the end of the 2023 F1 season, there were murmurs of Hugo Boss taking over the naming rights of the Red Bull’s sister team. But the eventual deal took place with Visa and Cash App to become ‘Visa Cash App RB’.

But that hasn’t deterred Hugo Boss to be still in play as the team announced the German company as its new apparel partner from the 2024 F1 season onward to replace AlphaTauri, who are Red Bull’s own fashion brand.

The announcement came post the VCARB 01 launch in Las Vegas. The brand already made its presence on the car and also the driver overalls as seen in the photos. The idea is to capture the Gen Z audience by using the brand’s core platform, i.e, HUGOYourWay.

“We are very excited to welcome HUGO to the Visa Cash App RB family as the Official Apparel Partner of the team,” said Peter Bayer. “HUGO is a brand that is synonymous with style and one that is able to elevate even the most humble to the lofty heights of sartorial elegance. We are pumped about the first collection that is set to drop and look forward to a long and creative partnership that will move the bar on the Formula One aesthetic.

“This sport is all about speed and margins, but expression and style are also critical and go hand in hand with success. Together with HUGO, we look forward to disrupting the fashion form of F1 and redefining the boundaries of what that means both at and away from track.”

Hugo Boss’ Daniel Grieder stated: “We are excited to deepen our involvement in motorsports by entering F1 with HUGO. Partnering with the Visa Cash App RB Formula One Team will enable us to connect with Generation Z on a global scale and in a powerful way. We look forward to further driving the synergies between sports and fashion, to offer consumers new and unique opportunities to immerse themselves in the HUGO brand.

“HUGO’s entrance into the world of F1 began with a bang at a spectacular event hosted by Visa Cash App in Las Vegas on the 8th Feb, where car livery and teamwear emblazoned with the HUGO branding were unveiled.”

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