BOSS Hits A Home Run With FW18 Collection

BOSS Hits A Home Run With FW18 Collection

Boss reboots it's branding by implementing the all-American pastime.

Boss reboots it's branding by implementing the all-American pastime.

Text: AJ Longabaugh

Up until recently, men’s business attire lived comfortably inside the box without any expectations or real existence beyond. Boss’s FW18 collection surprisingly stripped its focus away from the office, and proudly embraced a more athletic approach to tailored menswear. The obvious yet pleasant inspiration behind this collection, woven throughout many pieces in the collection (literally), is none other than the all-American pastime: baseball.

Ingo Wilts, Boss’s current chief brand officer, expressed a different side of what the brand has to offer. The presented designs take a step away from the clean-cut nature that Boss has previously championed, and delivered oversized yet flattering garments, making the clothing not only more visibly versatile but diversely purposeful. Drawstring trousers, traditional jersey stitching, and a baseball emblazoned poncho display the most transparent connection to the overarching themes, with the only bold pop of color arriving in the form of a bright yellow trench coat. These nostalgic qualities are refreshingly sharp and avoid any potential labels of kitsch. Of course the suit game in the collection is on point, remaining true to the Boss aesthetic. 

Wilts’ vision to move the direction of branding for Boss is the purest example of how a mild or soft shift in audience can launch a whole new wave of trends. Yes, implementing athletic elements into other styles has already been done over and over again, but for Boss it’s a much needed shift that is sure to support the already celebrated brand into the next phase of men’s fashion.

Credits: Images courtesy of Vogue Runway

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