Boss mounts up as it launches riding gear with Bold Equestrian

We’ve seen lots of brands forging sports link but this one is particularly interesting. Hugo Boss is moving into the equestrian world. 

The German fashion house is launching Boss Equestrian, a sport-specific premium apparel line, initially for autumn/winter 2023. 

The collection, designed, produced, and distributed by Bold Equestrian, will be available worldwide at select premium partners and online at Boss.com from 15 September.

The first collection offers a mix of lifestyle fashion and equestrian apparel for men and women, with a focus on “functionality, fit, and quality”, Boss said. 

The AW23 offer is available in the Boss signature colours black, white, and camel, while the SS24 collection, launching next March, will expand the colour range.

The collection is also complemented by a “compact” range of horse accessories.

The launch is being supported by a marketing campaign featuring a mix of selected Olympic athletes and equestrian influencers as brand ambassadors.

Daniel Grieder, CEO of Hugo Boss, said: ”With the 24/7 lifestyle approach of Boss, we are further expanding the brand’s product range into iconic lifestyle areas that fit its premium positioning.

“The new… license strengthens our sports offering while increasing the brand’s visibility and relevance for female customers and male equestrian fans alike. With Bold Equestrian, we have found the right partner, with an experienced team, to enter the equestrian business and unlock the potential of Boss in this exciting segment.”