HUGO takes a bold step into the world of sports and excitingly unveils a new alliance with the Visa Cash App RB (VCARB) Formula OneTM Team starting this season.This collaboration positions HUGO as the Official Apparel Partner of the team, an unparalleled opportunity for the brand to leverage the global appeal of F1TM by taking it off track and authentically grounding it in culture of motorsport.

In a press release Peter Bayer, CEO of Visa Cash App RB Formula OneTM Team comments: “We are very excited to welcome HUGO to the Visa Cash App RB family as the Official Apparel Partner of the team. HUGO is a brand that is synonymous with style and one that is able to elevate even the most humble to the lofty heights of sartorial elegance. We are pumped about the first collection that is set to drop and look forward to a long and creative partnership that will move the bar on the F1 aesthetic. This sport is all about speed and margins but expression and style are also critical and go hand in hand with success. Together with HUGO, we look forward to disrupting the fashion form of F1 and redefining the boundaries of what that means both at and away from track.”

From the beginning of the 2024 F1TM season, the HUGO logo will be featured on the race suit, teamwear, and the cars of the VCARB Team. The partnership will continue beyond the track with limited-edition capsules of bold styles featuring the sophisticated edge of HUGO ́s tailoring, but also fashion-forward performance wear and stylish fanwear. HUGO will also design and develop looks for the VCARB Team, including formal apparel for two of the sport’s most charismatic drivers, Daniel Ricciardo and Yuki Tsunoda, along with a range of high-performance race and travel wear for the entire team.