Boss launches Khaby Lame capsule
Hugo Boss is continuing its casualisation and youth-focused drive for its Boss label and has unveiled its latest limited-edition capsule collection, a collaboration with “next-generation creator” Khaby Lame.
The company said the Italy-based Tik Tok celebrity is “more than just another social media star” and “represents true Boss values. Breaking the rules to create his own success, the impactful creator has become the second most followed person on TikTok by boldly expressing himself, inspiring others, challenging the status quo – and doing it all with humour and self-awareness. Khaby is undoubtedly the new Boss in town”.
So, the new capsule celebrates “this mindset and the spirit of being your own Boss”. We’re told it “fuses dynamic Boss design with Khaby’s wit and bold self-expression”.
In practice that means “all-black styles with leather details and a signature logo depicting Khaby’s likeness”. There’s a T-shirt, hoodie, and varsity jacket. And in an unusual move, to round out the collection, a doll of Lame that he co-created is being released on his social media channels. It’s meant to be both “a standalone accessory and an attachment that can be snapped onto the hoodie”.
The capsule was launched in-store and online at the weekend but it first had an exclusive 24 hours at the Boss Store in San Babila, Milan.
On the first day of Milan Men’s Fashion Week, the launch saw Lame arriving at the store flanked by a team of BMX riders wearing pieces from the collection, having spent the day crossing the city.
The debut also included a meet-and-greet for fans, with a specially-created set for photos with lame and Italian DJ duo Polly & Pamy providing music for the crowd.
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