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IN THE DESIGNER’S SEAT: To help celebrate the 30-year partnership between Hugo Boss and the McLaren Formula 1 racing team, Hugo Boss is inviting consumers to design the racing overalls worn by McLaren drivers Lewis Hamilton and Jenson Button. Using the interactive “Dress Me for the Finale” configurator, which can be accessed at hugoboss.com/mclaren, enthusiasts and design hopefuls will first be asked to pick their driver: Hamilton or Button. Using cut and paste, they can then choose color, form and design elements to create their individual racing look, both front and back.
The configurator will go into action 13 weeks before the Grand Prix in each country or region. Germany, Austria and Switzerland, for example, went online Thursday and the winning regional design will be worn by the McLaren drivers during the qualifying round at the German Grand Prix July 23. The final victorious overall will be chosen from all the winning regional designs, and it is this racing outfit that both drivers of the Vodafone McLaren Mercedes team will wear at the Formula One season finale in São Paolo.
Taking it a step further, the German fashion giant has now also introduced a limited anniversary Boss Black McLaren collection featuring polo shirts, sweaters, pants and jackets for men and women. The spring collection hit 800 stores in March and the winter range will be in stores in September.