Back in December, Hugo Boss not only revealed that it was partnering with the NBA for two capsule collections in 2021, but that the face of both collections would be a big-name NBA star. Who exactly? Well, we now know who: Golden State Warriors forward and three-time NBA champ Draymond Green. Green will front both Spring-Summer and Fall-Winter collections, with NBA G League forward Isaiah “Zay” Todd, Grammy-nominated rapper Aminé, and jewellery designer Greg Yuna also making appearances for SS21.
Launching later this month, the SS21 capsule features the logos of the NBA and 9 NBA teams (including the Toronto Raptors, thank you very much) splashed across long and short-sleeve hooded sweatshirts, crew neck sweatshirts, long and short-sleeve T-shirts, sweatpants, and shorts. According to BOSS, partnering with the NBA was a no brainer: it improves brand awareness for the German label within North America, helps them reach a younger audience, and cements the brand’s ongoing casualization. In recent years, BOSS has pushed beyond suiting into more everyday wear, and the BOSS x NBA SS21 campaign sees capsule pieces mixed with BOSS suits, trousers, and even trench coats. It’s a contemporary blend of tailoring and casual wear that would be at home in NBA arena tunnels.