Like Ellesse and Prada, Hugo Boss is returning to the skiwear segment under its new management and with its new and bolder logo for the Boss brand. It has started a new four-year partnership as the official partner of the Hahnenkamm Races, one of the most prestigious events in the FIS Alpine Ski World Cup. Aside from highly visible displays along the slopes, Boss launched a limited-edition silver ski jacket with embedded Recco technology, inspired from archive material dating back to 2002.

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