“This capsule collection is a celebration of the British style of the 1990s and an homage to London, a city where people come from all over the world to carve out their purpose,” elaborates Hugo Boss’ Senior Vice President of Creative Direction, Marco Falcioni. “We revisit staples of Britpop culture with a modern twist, in line with the creative spirit of London.”
The capsule then sees BOSS’ signature outerwear pieces coalesce with hoodies made from organic cotton, comfy track pants, t-shirts, sliders, bucket hats and belt bags in a campaign fronted by two-time world heavyweight champion and BOSS’ global brand ambassador Anthony Joshua.
BOSS British iconography capsule is on-sale now.