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Formula E suits up for new season with Hugo Boss

German fashion house Hugo Boss and the Formula E electric car-racing series have today (Monday) confirmed the signing of a new sponsorship agreement.

Terms of the deal were not disclosed, but it will commence with the forthcoming 2017-18 season. The Boss brand will be represented on the Formula E demo car and championship livery, as well as trackside on the streets during the series’ races.

Hugo Boss will design and develop outfits specifically for Formula E series management, employees and volunteers.

Hugo Boss chief executive, Mark Langer, said: “As a fashion brand, we are always looking at innovative approaches to design and sustainability. When we first encountered Formula E, we immediately saw its potential and we are pleased to be the first apparel partner to support this exciting new motorsport series.”

News of the partnership was first disclosed last week, when Langer revealed that Hugo Boss would end its partnership with Formula One motor-racing team Mercedes in favour of switching its motorsport sponsorship strategy to Formula E.

Hugo Boss partnered with Mercedes in 2015 after ending a 30-year relationship with rival F1 team McLaren.

The company is now set to end its long-running association with F1 at the end of the current season as it seeks to tap into what Langer views as the more “sustainable” Formula E market.