Make no mistake about it, Fernando Alonso is the coolest man on the Formula One grid.
The two-time former World Champion is currently in the midst of a late-career resurgence thanks to some eye-catching performances at Aston Martin this season, and with a glittering career behind him and very little left to prove he now gives off serious ‘boss energy’.
Its handy, then, that the 39-year-old Spaniard has recently inked a deal with BOSS to become one of the fashion brand’s brand ambassadors
“Fernando Alonso is an icon on the racetrack and a great personality,” said Daniel Grieder, CEO of Hugo Boss. “Fernando neatly embodies what it means to be BOSS today: he has a strong sense of will, makes the right decisions, and inspires people all around the world.”
As part of a new partnership between Alonso and Boss, the driver will be kitted out in custom-made gear from the brand. The newly-appointed ambassador, who joins the likes of tennis player Matteo Berratini and track-and-field star Alica Schmidt, will be dressed solely by Boss for everything from press conferences, where he’ll wear scissor sharp suiting, to in the pits where he’ll wear custom Boss high-performance wear.
In short, not only is Alonso the coolest man on the F1 grid, but he’s now one the best dressed too.
