Latest news with #HUGOBOSS
Fashion United
06-05-2025
- Business
- Fashion United
HUGO BOSS introduces NovaPoly as a yarn made from recycled textile waste
HUGO BOSS unveils NovaPoly — an innovative recycled polyester yarn co-developed with the company's suppliers Jiaren Chemical Recycling and NBC LLC. Holding the trademark and exclusive usage for the first year, HUGO BOSS aims to set new industry standards and plans to license NovaPoly across the fashion sector in the future. As part of the company's BOSS THE CHANGE initiative, the first BOSS Green products featuring NovaPoly will be launched globally in October 2025. While currently exclusively available for the brands BOSS and HUGO, the company is actively working towards a licensing model to make the innovative fiber accessible to a broader range of industry partners moving forward. NovaPoly is made from textile waste generated during clothing production as well as the post-consumer phase. It is enhanced with a natural additive that mimics the natural behaviour of fibres in the environment, making it degradable. This innovation supports HUGO BOSS' strategic target to fight microplastics — a key pillar of the company's sustainability strategy. NovaPoly complements HUGO BOSS' existing efforts in developing alternatives to polyester and polyamide fibers, like the company has done previously in the partnership with HeiQ AeoniQ. Products containing NovaPoly will be available online, in BOSS stores and at selected wholesale retail partners globally starting October 2025. As part of the Spring/Summer 2026 collection for BOSS Green, the yarn will be integrated into selected performance wear pieces.
Web Release
31-01-2025
- Entertainment
- Web Release
ONE NAME SAYS IT ALL: DAVID BECKHAM STARS IN NEW BOSS ONE BODYWEAR CAMPAIGN
This January, David Beckham stars in the new BOSS underwear campaign, as the brand launches its BOSS ONE Bodywear collection, directed by legendary fashion photography duo, Mert and Marcus. 'The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever,' says Daniel Grieder, CEO of HUGO BOSS. The BOSS ONE Bodywear collection consists of premium-quality men's underwear essentials, including trunks, briefs, tank tops and T-shirts in minimalist black and white hues. Crafted from a figure-hugging blend of cotton and elastane, the selection offers all-day comfort and confidence. The campaign, designed by the Team Laird agency, sees Mert and Marcus apply their distinctive cinematic style to breathtaking video and stills of Beckham, whom we see pulling up in a classic sportscar and entering a New York City warehouse apartment. On screen, Beckham invites the viewer in as he returns home for the day, to the pulsing beat of the anthemic 'In the Air Tonight.' Brace for boldness and an element of surprise as Beckham reveals the new black BOSS ONE Bodywear trunk. 'I once said that my bodywear modelling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn't refuse,' said David Beckham. 'The new BOSS One collection is beautifully made. I'm proud to support BOSS in our long-term strategic partnership with this campaign.' To complement Beckham's appearance in the BOSS ONE Bodywear campaign, BOSS officially launched BOSS ONE Bodywear in an exclusive event on January 30, 2025, at Lightroom in Kings Cross, London. The event, hosted at the breathtaking, subterranean Lightroom exhibition space, presented the BOSS ONE Bodywear campaign to attendees on 360° screens. Throughout the evening, striking, immersive light shows filled the space, welcoming guests upon arrival, creating hype for the campaign film screening, and later, tempting everyone onto the dance floor. Golden Martinis crafted on-site by luxury gin brand Seventy One and performances on the decks by DJs Mark Ronson and Honey Dijon rounded out a spectacular evening. The BOSS ONE Bodywear launch is supported by a 360-degree marketing campaign. In a brand first for BOSS, Beckham will thrill audiences in cinemas and at home, appearing in BOSS ONE Bodywear campaign clips on the big screen and on streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV. Larger-than-life stills of Beckham in his BOSS ONEs will appear on billboards and in selected high-traffic locations, as well as in BOSS stores and department stores around the world. On social media, the BOSS ONE Bodywear campaign will see close to 100 talents of the moment show off their BOSS ONEs across various platforms. Also a debut for the brand: BOSS ONE Bodywear vending machines will be placed at key locations in Europe and the US, selling hero products from the collection in a fun, interactive way. Additionally, over 100 dedicated pop-ups will appear in premium retail locations worldwide, featuring the complete first drop of BOSS ONE Bodywear. The BOSS ONE Bodywear collection will be available on at dedicated pop-ups, at BOSS stores globally, and via selected BOSS wholesalers from February 1.
