Tommy Hilfiger replaces Hugo Boss as Mercedes apparel partner

Formula One team Mercedes have taken on Tommy Hilfiger as their main apparel partner for the 2018 season onwards in what is being called a 'strategic partnership' after German fashion brand Hugo Boss announced at the end of last season they would take their sponsorship to Formula E.

Apparel partnerships have become the norm in F1 over the years, and this new one for Mercedes will see the Hilfiger brand emblazoned on their racing gear, travel wear, factory clothing, hospitality clothing, and office clothing, as well as the vehicle itself.

“The exciting partnership with Mercedes-AMG Petronas Motorsport is a celebration of our shared commitment to keep technology and innovation at the core of our business," said Daniel Grieder, chief executive of Tommy Hilfiger Global and PVH Europe.

"We take pride in partnering with organisations that are the best in their industries and share our passion to attract and retain the best-in-class teams. We are excited to leverage the incredible reach that Formula One has worldwide as we continue to build on our brand's global recognition and bring Tommy Hilfiger to new audiences."

Mercedes boss Toto Wolff also spoke of his excitement at the new partnership.

“It is always exciting to embark on a new partnership, particularly when it touches such a key area of our team's image,” Wolff said.

“I am positive that it will energise our brand and bring a new spin to how we are perceived from this season.

“We are excited to see how Tommy Hilfiger will dress the team this season and to showcase their exciting plans to the fans of Formula One.”