Hugo Boss to present fashion pieces made from HeiQ fabric in Milan
15 September 2023 11:06
The German fashion brand Hugo Boss is set to present two trench coats and a bomber jacket at Milan Fashion Week made from the innovative AeoniQ fabric developed by HeiQ, a technology firm based in Schlieren in the canton of Zurich. These garments are part of the limited-edition capsule collection by the name of “see-now, buy-now”, which was created as part of Hugo Boss’s The Change initiative with a focus on sustainable textiles. According to a press release issued by Hugo Boss, the items will be presented on the runway on September 22 at 9 p.m. After the presentation, they will be available for purchase online and in selected Hugo Boss stores.
The innovative and recycable HeiQ AeoniQ fabric is developed on the basis of certified pulp and is designed to replace oil-based filament yarns. In this way, the company aims to avoid microfiber pollution caused by synthetic fibers that can harm the oceans.
HeiQ and Hugo Boss AG had agreed terms on a strategic partnership that aims to introduce a more sustainable approach to the fashion industry back in February 2022. This cooperation contributes to the fashion house’s ambition of operating on a climate-neutral basis in its own area of responsibility by 2030. The capsule collection presented by Hugo Boss in Milan is the first of many limited-edition capsule collections that are planned as part the company’s continued collaboration with HeiQ AeoniQ, Hugo Boss writes in the press release.
In early 2023, Hugo Boss presented its first polo shirt made using the HeiQ AeoniQ fabric at the Australian Open, worn by brand ambassador and Italian tennis star Matteo Berrettini. A second, limited edition of the collarless polo shirt was presented during the Boss Open tennis tournament, which was held in Stuttgart in June. ce/gba