As its global brand ambassador, British singer-songwriter Liam Payne has been collaborating with HUGO since 2019. In addition to the jointly-developed HUGO x Liam Payne capsule collection, he is the face of the brand’s bodywear line, the eyewear collection as well as the HUGO Man and HUGO NOW fragrances.
What happens when two innovators in different fields get together? They create a completely new space fit for a new generation. Meet BOSS x Russell Athletic: the collaboration fusing the art of tailoring with the nostalgic storytelling of classic sportswear.