BOSS x Russell Athletic
Hugo Boss need no introduction – a fashion house with decades of experience in design and tailoring, their beautiful, timeless pieces always exude craftsmanship. Brand collaborations are a rarity for BOSS, but for their newest venture they’ve teamed up with Russell Athletic – the long-time purveyors of classic American sportswear (and inventers of the sweatshirt almost 100 years ago). BOSS x Russell Athletic showcases each name’s expertise with inspiration drawn from their archives, in a collection that summarises the essence of smart casual in 2021.
We worked with Evolve OOH to bring BOSS x Russell Athletic to London, constructing a head-turning 3D special build in Hackney that let the campaign imagery spring from the streets. As the gender-neutral collection utilises vintage silhouettes and heritage fabrics to create something totally modern, the imagery has a fitting feel of nostalgia, neatly weaving in on-trend pastels and neutral tones to situate it firmly in the present day.