New products - 6/1/23
The inimitable artist and activist Keith Haring is the latest icon to be showcased in the BOSS Legends series. Having first gained popularity by creating art throughout the New York subway system, Haring´s artwork is globally recognizable for its clean-lined approach to graphic expression with the well-known radiant-baby figure perhaps being his most distinguishing motif.
Just as Haring was an artistic pluralist who implemented various types of media to create his art, the BOSS Legends: Keith Haring campaign centers on the freedom of self-expression through dance. By showcasing a group of dancers as they embrace the movement of their bodies, the visual language is meant to invoke the freedom to be the BOSS you are at heart.
Exclusive designs from the BOSS Legends: Keith Haring collection include T-shirts, shorts, and hoodies that feature a subtle rainbow-colored trim along the inside, while nearly all pieces have a small BOSS rainbow logo or a patch depicting a small drawing of Haring. Furthermore, socks, caps and other items contain bits of Haring’s work, while a unique mesh dress, button-up shirt, and matching bucket hat are emblazoned with Polaroid photos of the American artist.
Although it was infused with a seemingly wholesome and simplistic energy, Haring´s art raised public awareness on serious political and societal themes, including the AIDS epidemic, which was ravaging the LGBTQIA+ community when Haring came to prominence. A genuine trailblazer and philanthropist, he was unafraid to speak out against social injustices and to live life on his own terms, like a true BOSS.
Before his death, Keith Haring established the Keith Haring Foundation to maintain and enhance his legacy of giving to children’s and AIDS organizations. The Foundation is committed to sustaining and expanding public awareness of Keith Haring and his work.
The release of the BOSS Legends: Keith Haring capsule collection coincides with Pride month. To further mark the occasion HUGO BOSS will be making a contribution to ILGA World – a global federation that campaigns for the equal rights of individuals of diverse sexual orientations, gender identities and expressions, and sex characteristics. ILGA World places special focus on the collection of data regarding laws that directly impact and affect LGBTQIA+ people, and on raising their voices at the United Nations and other international human rights spaces. Among other initiatives, HUGO BOSS works with ILGA World to build awareness about inclusivity and to sensitize employees, so they can better understand the needs of the community.
Depending on the market, sale of the capsule collection is set to start between mid-May and early June. This collection is made possible through a partnership with Artestar, a global licensing agency and creative consultancy representing high-profile artists, photographers, designers, and creatives.
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