Written by Fashion Tales

In celebration of the FORMULA 1TM CRYPTO.COM MIAMI GRAND PRIX 2024 weekend, HUGO drove its energy into the city by unveiling a new event series, HUGO GARAGE. On May 3 and 4, 2024, HUGO GARAGE Miami opened its doors as a multi-layered creative space modeled on the mechanics' workshops known and loved by F1TM fans. The concept tapped perfectly into HUGO's connection to the world of racing as Official Apparel and Eyewear Partner of the Visa Cash App RB Formula 1TM Team. It also marked a bold move by HUGO to showcase its disruptive spirit and redefine the boundaries of motorsport by offering an immersive experience grounded in culture – championing individuality and self-exploration both on and off the grid.

Based in Miami's artistic hub of Wynwood, HUGO GARAGE served as a playground for subversive self-expression within the worlds of fashion, motorsport, music, and street culture. Innovators and makers came together to create, customize, and inspire.

Along with Visa Cash App RB Formula 1TM Team drivers Daniel Ricciardo and Yuki Tsunoda, around 1,000 guests visited the HUGO GARAGE throughout the weekend, including Swae Lee, Vinnie Hacker, YG Marley, Prince Nasir Dean, Charly Jordan, Tarayummy, Gabbriette Bechtel, Larray Merritt and Jean Carlo.

Kicking off the weekend by showcasing the best in underground music culture, HUGO partnered with Boiler Room, an independent music platform and cultural curator known for supporting emerging artists and bridging the gap between local dancefloors and the wider world. With the HUGO x Boiler Room party on Friday, May 3, both collaborators celebrated the rebellious side of racing through music and fashion. Live music from Miami-based artists Ivy Queen and La Goony Chonga - along with DJ talents v1fro, El Gusano, and Sel.6 – generated hype on the ground and increased online engagement from fans worldwide. The recorded sets will also be available on demand at the end of May.

Roblox activation and capture the wider Formula 1TM fanbase, HUGO joined forces with Formula Apex Racing, a popular motorsports experience on Roblox, to reveal a one-month limited race challenge on a HUGO-branded track.

Whether they joined us at HUGO GARAGE live in Miami or virtually, our 360° activation approach gave our community insider-access to a rich, memorable experience that brought together the thrilling worlds of motorsport, fashion, music, and gaming where they could immerse themselves in exciting performances, special product launches, a new Roblox rollout alongside endless shareable moments. We tapped into F1TM fandom from a uniquely HUGO point of view and showcased the weekend's events across our brand channels, to connect with our current HUGO audience and to expand our fanbase whilst capturing the attention of racing fans around the world,” said Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS in a pressrelease.

After kicking off race weekend at HUGO GARAGE, a selection of VIPs and influencers attended the race as guests of HUGO.

The HUGO x RB collection is available at selected HUGO stores worldwide and on Prices vary from €59,95 for t-shirts to €139,95 for trousers.

Read more of the night when HUGO took over the vibrant beach city Miami here