HUGO GARAGE Storms the Track With Daniel Ricciardo and Yuki Tsunoda In Miami

Formula 1 is making its mark on fashion, with brands from TAG Heuer to PUMA driving into motorsports with a revolutionary perspective. The expansive HUGO BOSS Group is up next, igniting the Miami Grand Prix with a dynamic activation that opened the doors to HUGO GARAGE.

Last weekend, HUGO made noise on and off the race track, unveiling its HUGO GARAGE creative venue and making you feel like you’re inside F1 mechanic workshops. While continuing to promote its partnership with the Visa Cash App RB Formula 1 Team (previously AlphaTauri), HUGO crafted a striking cultural experience revolutionizing grid-side activities.

HUGO GARAGE merges fashion, motorsports, and music into an inspirational platform in Miami’s Wynwood district. HUGO marked the launch with Boiler Room, hosting a dance-filled event attended by over 1,000 guests alongside Visa Cash App RB team drivers Daniel Ricciardo and Yuki Tsunoda. The brand also collaborated with LOVE RACING and AFROFUTURE on a two-day gaming event, hosting a ground-breaking site for competitive racing matches.

“I feel at home when I have a wheel in my hand, so the LOVE RACING installation took me back to being a child again. I’m 34, but sometimes I feel like I’m 14, so it’s really fun,” said Ricciardo on HUGO GARAGE.

HUGO GARAGE offered detailed customization experiences for all attendees, creating screen-printed and airbrushed artwork on T-shirts and accessories. A Visa Cash App RB Formula 1 car replica lives inside the space, while HUGO has launched a limited-edition capsule collection to mark the occasion. The co-branded merchandise boasts silver and red team hues, featuring linear accents and Red Bull’s animal logo on T-shirts, trousers, and leather outerwear. Daniel Ricciardo and Yuki Tsunoda present the collection in a dim-lit setting, showcasing their dynamic team attitude.

The HUGO x RB capsule collection is available to shop in-store and online via the HUGO website now.