March 25, 2021 |
Are two mega brands better than one? Boss and Russell Athletic are out to prove it so, with an innovative collaboration that brings together sportswear and smarter pieces. Both brands think big and their combined energy is impressive on many levels.
First, the clothes, which are on sale now. As we emerge from lockdown, could there be a look that better reflects where we’re at than a unisex mix of basketball-themed hoodies, shorts and vests styled with tailoring that (like the rest of us) has been unshackled from the office? A pink blazer makes perfect sense in this context, especially one made from jersey that’s relaxed enough to do a backflip in.
Alton Mason (famous for his somersaulting catwalk elegance), Bella Hadid, Ashley Graham, Precious Lee, Lucky Blue Smith and the rest of the model gang took turns to dance, flip, jump and show out to old school hip hop beats.
The digital event, set on a basketball court and filmed at New York’s Gotham Hall, was only one part of the whole Boss x Russell Athletic experience. Social media superstars like Winnie Harlow, Maluma and many more, took to their platforms for a frenzy of content creation, while a basketball-themed TikTok challenge started to spread. For these two global brands, it’s all about engagement and everyone joining in. Backflips are a bonus.
Photography courtesy of Boss. You can shop the Boss x Russell Athletic here.
