Hugo partners with Visa Cash App RB Formula One Team
HUGO has entered into a new partnership with the Visa Cash App RB (VCARB) Formula One™ Team starting this season. This collaboration positions HUGO as the Official Apparel Partner of the team. With the ambition to be the premium brand of choice for the social generation of changemakers, HUGO – together with VCARB – inspires individuals to break free from convention, encouraging them to embrace the bold, disruptive spirit that defines both iconic brands.
“We are excited to deepen our involvement in motorsports by entering F1 with HUGO. Partnering with the Visa Cash App RB Formula One Team will enable us to connect with Generation Z on a global scale and in a powerful way. We look forward to further driving the synergies between sports and fashion, to offer consumers new and unique opportunities to immerse themselves in the HUGO brand,” says Daniel Grieder, CEO of HUGO BOSS. Peter Bayer, CEO of Visa Cash App RB Formula One™ Team comments: “We are very excited to welcome HUGO to the Visa Cash App RB family as the Official Apparel Partner of the team. HUGO is a brand that is synonymous with style and one that is able to elevate even the most humble to the lofty heights of sartorial elegance. We are pumped about the first collection that is set to drop and look forward to a long and creative partnership that will move the bar on the F1 aesthetic. This sport is all about speed and margins but expression and style are also critical and go hand in hand with success. Together with HUGO, we look forward to disrupting the fashion form of F1 and redefining the boundaries of what that means both at and away from track.”
From the beginning of the 2024 F1™ season, the HUGO logo will be featured on the race suit, teamwear, and the cars of the VCARB Team. The partnership will continue beyond the track with limited-edition capsules of bold styles featuring the sophisticated edge of HUGO´s tailoring, but also fashion-forward performance wear and stylish fanwear. HUGO will also design and develop looks for the VCARB Team, including formal apparel for drivers, Daniel Ricciardo and Yuki Tsunoda, along with a range of high-performance race and travel wear for the entire team. The race wear designed by HUGO, featuring graphic branding in bold colors and the logo of the signature metallic bull, is comprised of water-repellent soft-shell jackets, vibrant T-shirts, and lightweight stretch trousers, all crafted from track-ready technical materials. The teams’ official travel outfits are defined by understated, casual-cool style. These laid-back essentials follow the iconic HUGO codes, including metal stacked logos and signature red box branding.
HUGO’s entrance into the world of F1™ began with a bang at an event hosted by Visa Cash App in Las Vegas on February 8, where new car livery and teamwear emblazoned with HUGO branding were unveiled.
38th edition of Milano Unica
The 38th Edition of Milano Unica opened this week at Fiera Milano Rho with the Opening Ceremony addressing the topic of Artificial Intelligence, projections and future challenges for the textiles and accessories industry. The three-day event, running from January 30 to February 1, serves as the stage for an accurate selection of the best industry operators, showcasing their proposals for the Spring/Summer 2025 season.
The event has been growing organically in perception, quality of the proposals, the increased number of services offered and innovation. The MU Tendenze Sostenibilità area welcomed visitors through its evocative material paths and confirmed the sustainability-oriented approach of the previous edition. All the creative concepts presented for the upcoming Spring/ Summer 2025 are sustainable, testifying to an unfailing commitment to authentic product quality and respect for the planet and the people. In addition, to facilitate the visit and understand more about the vast array of sustainable products on display, all the products come with a tag that explains the relevant sustainability value pillars: Climate Action, Chemical Safety, Biodiversity Conservation, Circular Economy and Social Justice.
The women’s premium and luxury collections are gaining more and more ground in response to the evolution in market demand.
The Japan Observatory, first launched in September 2014 within Milano Unica, celebrates its 10th anniversary of participation in the event with a themed evening that combines quality, innovation, avant-garde and craftsmanship.
Boss official partner of the Hahnenkamm race
BOSS was once again the presenting partner of the legendary Hahnenkamm race in Kitzbühel. BOSS presented “Magic Moment”, the first project that uniquely uses smart technologies as an integrated solution in a physical products. The features included, among other things, access to the event, registration as the owner of the product and contactless payment. A unique experience awaited 30 VIP guests, during which their ski jackets from the latest BOSS x Perfect Moment capsule collection were transformed into smart devices.
Brama Group licensee for AG JEANS EMEA
EN: The renowned Brama Group has announced that starting from January 2024, it will function as the official licensee for AG Jeans in the EMEA region. This means that the Brama Group will take over all distribution and development activities for the brand.
The label’s collections are characterized by timeless designs, reflecting a modern vision of casual luxury and innovation. Founded in 2000 in Los Angeles by denim pioneer Yul Ku, the brand initially focused exclusively on high-quality denim products. Thanks to premium fabrics and special attention to the perfect fit, AG quickly established itself as a prominent provider in the market.
The FW24 collection of AG Jeans will be presented in the showrooms of the Brama Group in Düsseldorf, Munich, Milan, Paris, Madrid, and Antwerp from mid-January. The collection is scheduled for delivery from June to August 2024. This partnership marks an exciting new chapter for both the Brama Group and AG Jeans as they collaboratively work to establish the collection in the EMEA market.
DE: Die renommierte Brama Group hat bekannt gegeben, dass sie ab Januar 2024 als offizieller Lizenznehmer für AG Jeans in der EMEA-Region fungieren wird. Dies bedeutet, dass die Brama Group alle Vertriebs- und Entwicklungsaktivitäten für die Marke übernehmen wird.
Die Kollektionen des Labels zeichnen sich durch zeitlose Designs aus, die durch eine moderne Vision von lässigem Luxus und Innovation geprägt sind. Das Label wurde im Jahr 2000 von Denim-Pionier Yul Ku in Los Angeles gegründet und konzentrierte sich zunächst ausschließlich auf hochwertige Denimprodukte. Dank hochwertiger Stoffe und besonderer Aufmerksamkeit für die perfekte Passform konnte sich AG schnell als herausragender Anbieter auf dem Markt etablieren.
Die FW24-Kollektion von AG Jeans wird ab Mitte Januar in den Showrooms der Brama Group in Düsseldorf, München, Mailand, Paris, Madrid und Antwerpen präsentiert. Die Lieferung der Kollektion ist für den Zeitraum von Juni bis August 2024 geplant. Diese Partnerschaft markiert ein spannendes neues Kapitel sowohl für die Brama Group als auch für AG Jeans, während sie gemeinsam daran arbeiten, die Kollektion auf dem EMEA-Markt zu etablieren.
Correction: In WeAr Showrooms #2, it was mentioned that AG Jeans is still available with previous agents. Please note that, effective January 1st, 2024, AG Jeans is exclusively available for the DACH Market through Brama.
Woolrich unveils premium Black Label Collection by Todd Snyder
American outdoor brand Woolrich has unveiled its new premium Black Label Collection by American Designer Todd Snyder for A/W 2024.
The Woolrich Black Label Collection embodies the fusion of Woolrich’s rich heritage and the contemporary aesthetic of the American designer. This collection skillfully merges the past and present, redefining the fundamental elements of style with a special emphasis on heritage, quality, and craftsmanship. The Woolrich Black Label comprises two distinct and complementary lines: Heritage and Technical.
Heritage features sophisticated and luxurious takes on iconic styles from Woolrich’s 190 year history, including the rugged wool Buffalo Check Shirt updated in a refined cashmere and a refresh of the Woolrich Arctic Parka.
The Technical line not only meets the high standards of quality and functionality required for outdoor activities but also stands out as the perfect choice for those who appreciate a gorpcore style. Blending innovative and sophisticated design with high-performance materials, it makes technical apparel ideal for city dwellers too.
Stone Island presents ‘The Compass Inside’
Stone Island presents ‘The Compass Inside’, a monumental presentation featuring pieces from the AW ‘024’025 collection. The presentation also includes an archival look, representing the continual research that anchors the brand. Pieces are presented in multiples, to express the authority of communities and uniform.
METAL MESH PVD NANOTECHNOLOGY DOWN: A hooded down jacket with an effect like liquid glass, created from two layers of organza with a high tenacity nylon base. Nanotechnology is used to infuse aluminium in the polyester organza, so that the metal is attracted into the yarn. Layered over each other, the optical effect is as if the jacket is pure liquid. The jacket features the white Stone Island research badge on the left sleeve.
PURE METAL SHELL — STAINLESS STEEL (ARCHIVAL PIECE): An archival Pure Metal Shell parka from AW‘999 ‘000, from the first ever Stone Island collection to feature metal, presented here to highlight over twenty years of metallic research at Stone Island. The parka is made from 100% stainless steel mesh applied to a black nylon base. The metallic material is subject to oxidation over time, losing its shine, with creases and breaks that are unique to each jacket.
HEAVY MELTON_ STONE ISLAND GHOST PIECES: Two pieces – a peacoat and a single-breasted jacket – from the monochromatic STONE ISLAND GHOST collection, which this season enquires into wool. The pieces are made from heavy 95% wool and 5% cashmere, with a military uniform look yet a soft feel. The STONE ISLAND GHOST monochromatic badge on the left sleeve has been specially created to blend with the garment.
SUEDE SHEEPSKIN_ STONE ISLAND GHOST PIECE: A hooded suede sheepskin jacket from the totally monochromatic STONE ISLAND GHOST collection, treated with a PFC free anti-drop agent. The inside of the sheepskin has been treated for a smooth appearance. The jacket is zip-fastened, with hidden snaps to fasten its slanted hand pockets, to achieve a minimal effect.
GLASS COVER-TC, GARMENT DYED: Three pieces that highlight the use of transparency and mesh in Stone Island’s continual research. A parka and two hooded jackets are made from polyester mesh protected by a semi-gloss transparent polyurethane film, that’s moderately windproof and rainproof. Because the film is transparent, through garment dyeing, it creates an effect as if there is a layer of liquid glass underneath.
NYLON METAL IN ECONYL® REGENERATED NYLON WITH PRIMALOFT®-TC, GARMENT DYED: Three pieces made from Stone Island iridescent Nylon Metal fabric in a recycled version. This iconic Stone Island fabric now uses Econyl® regenerated yarns, with, pre- and post-consumer, recycled and processed to create a yarn with the same characteristics of nylon from fossil raw material. A light jacket if fastened with snaps, while two bombers are padded with PrimaLoft®-TC. One of the bombers has a black tape industrial zip, highlighting the inspiration this season from astronaut uniforms. Each of the three pieces has been garment dyed with a double colour recipe.
GUESS JEANS presents GUESS AIRWASH technology
For the first time in January 2024 – during Pitti Immagine in Florence, GUESS JEANS presented its legacy as a fashion giant and pioneer in the denim sector.
GUESS AIRWASH™, conceived by Nicolai Marciano (Creative Director), embodies the evolution of the brand that once revolutionized denim culture. This timeless approach represents the authentic American West Coast style that GUESS stands for, with modern values and vision. Building on four decades of experience, GUESS JEANS aims to position itself as a brand for the next four decades of American fashion history.
This innovative technology, developed by Jeanologia and available exclusively to GUESS, renews the classic stonewashed technique in an environmentally friendly way, reshaping the future of denim. Water consumption is significantly reduced through the use of air and bubbles, and the use of pumice stones is eliminated, which significantly reduces both water and energy consumption.
The GUESS JEANS collection features a full range with GUESS AIRWASH™ denim at its core. The Pre-Fall 2024 collection offers eight models with the new technology for jeans, denim shirts and jackets. Jeans will be available in three fits for women (Skinny, Mom, Midrise Straight) and four for men (Skinny, Slim, Straight, Relaxed). Inspired by GUESS designs from the 1980s and 90s, the collection combines the brand identity with contemporary fashion. Rooted in the casual ease of the Californian lifestyle, the collection is complemented by classic pieces that are part of GUESS’s heritage: including the essential T-shirt, the ideal hoodie, the archetypal bomber jacket and the elemental down jacket.
With fabrics made from organic or recycled materials, GUESS JEANS reinvigorates the brand’s heavily denim-influenced history through a young, contemporary mindset that focuses on sustainable manufacturing and authentic fashion. GUESS JEANS marks the first commercial project launched by Nicolai Marciano in his expanded role as Chief New Business Development Officer of GUESS. 42 years after the brand popularized Stonewash, the new technology-driven line symbolizes a full circle for the denim pioneer as it enters the sustainable era of GUESS AIRWASH™. Four decades after the brand set the trend for stonewashed denim, the launch of the technologically innovative line marks a return to roots for the denim trailblazer. With GUESS AIRWASH™ a new era of sustainability begins, closing the cycle of innovations and traditions.
The GUESS JEANS collection will be available in select wholesale stores and retailers worldwide and online from June 2024.
Brand new: WeAr Global Magazine issue 77
Special Edition on Tailoring and Customized Fashion
As always this issue of WeAr delivers you the best in fashion trends, latest designers, and what to look out for. This issue, which is published before Pitti Uomo, also features a special about the world of tailoring for both mens- and womenswear. Learn new advancements and trends and what other retailers pursue with reports, interviews and outlines as well as great Store features to help your business do the next step.
Richard J. Brown F/W 24-25 collection
The ‘Made in Italy’ Richard J. Brown collection is presented for Fall-Winter 2024-2025 with a renewed and expansive personality.
In the foreground, Cashmere, iconic essence synonymous with luxury confirms its place with unmistakable softness and richness using increasingly personal and refined details created to celebrate each unique and distinctly exclusive model.
The restyling of the suede tag emphasizes the premium quality textile as well as the always- swivel buttons, which take on a new look in the “brushed brass” version, metal chosen to indicate garments from the most sought-after line. For the first time, it is presented in the coordinated version with the new knitwear developed with one of the best Italian wool mills and in collaboration with local artisans.
Beyond the Cashmere universe, there are also other proposals, also re-envisioned to be increasingly high-performance and trendy. Gabardine and the more classic Italian flannels are flanked by woven cotton fabric, a nod towards denim lovers, and the Japanese selvedges, also in the black and grey version given greater depth throughout the collection in response to an increasingly high market demand.
The key men’s models have also been updated, always with a view in line with contemporary style, for a sophisticated, agile and functional wardrobe.
In the women’s collection, keeping shapes and fits always up to date are the Olivia drawstring trousers re-proposed with a wider bottom; the new Patty model, with larger pleats and an oversized style; Giulia, palazzo style with slash pockets and wide leg; and Ale, 5 pocket in a cargo version, practical and very comfortable.
Celebratory events are being planned such as the relaunch of a more efficient e-commerce and the optimization of the presence in international markets. The sales campaign at the showroom in Via Manzoni in Milan will follow Pitti Uomo in Florence, taking place from 9th till 12th January 2024. You can find Richard J. Brown at PADIGLIONE CENTRALE at stand P/8 Q/7.