Hugo Taps Into the F1 World for Its Latest Attempt to Attract the Gen Z Consumer

Hugo Garage, a pop-up modeled after a tradtional car repair shop, was created to bridge the gap between fashion and Formula One. Attendees could view a replica of the Visa Cash App RB Formula One car, participate in an F1-meets-Mario Kart-style race, and customize a series of items from graphic T-shirts to cologne bottles. 

“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 Hugo Boss CEO Daniel Grieder.