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Perfect fit // Mercedes launch partnership with Hugo Boss

Published by Christine

Mercedes launch partnership with Hugo Boss
Mercedes AMG Petronas

Mercedes have announced a new partnership with fashion icon Hugo Boss, beginning in January 2015. Hugo Boss have, up until this point, been a strong and long-standing sponsor of McLaren, but have deals with Mercedes outside of Formula One. With McLaren splitting from Mercedes to use Honda engines from next season, the team were expecting their partnership with the fashion label to come to an end.

Executive Director (Business) at Mercedes, Toto Wolff says: "We operate to the highest levels of precision and quality in our pursuit of perfection, with both brands targeting the premium and luxury market. As a team, we are very pleased to have attracted another brand of the stature of Hugo Boss to add to our already extensive and impressive suite of partners. Everyone at the team is excited about the prospect of being ‘kitted out’ by Hugo Boss at the race tracks next season."

The label were sponsors of the McLaren team since 1981, which had been one of the longest remaining deals in the sport. However, it is Mercedes who will benefit from team clothing and the Hugo Boss landing from January onwards.