The boss is back: Hugo Boss returns to F1 with immediate effect as Aston Martin partner

German fashion brand Hugo Boss confirmed it was returning to Formula 1 with the Aston Martin team.

The news was announced on Thursday, 30 June, by Hugo Boss Chief executive Daniel Grieder. The deal will run until 2025, which will see Boss branding on the F1 cars with immediate effect and the new Boss team apparel from 2023.

Grieder told Reuters that the pull of Netflix's "Drive to Survive" docu-series and the new rule changes to make racing more competitive, plus the push for sustainability, attracted them back to F1.

"We want to become a 24/7 lifestyle brand," said Grieder. "When you see what Lawrence (Aston Martin's Canadian billionaire owner Lawrence Stroll) does with Aston Martin, it's a similar story."

Back on track: We are proud to announce #BOSS is set to become the official Fashion Partner of the iconic @AstonMartinF1 Team! More at https://t.co/dDdXjNwtyH pic.twitter.com/A0ZSzVWfQF

Hugo Boss previously were with champions McLaren before moving to Mercedes in 2015.

In 2017, the F1 deal ended with Mercedes, and former CEO Mark Langer said at the time: "Formula E is more innovative and sustainable," and stated that the younger audience would find electric racing more appealing.

But Grieder admits they had been wrong about Formula E, saying: "It didn't make it. Formula E was never the same as F1. It didn't become as relevant as it should have become. F1 is also back, better than ever. It's a global sport, and they also have commitments to a more sustainable world and races.

"I think the sport is even more relevant than ever, and the whole world is watching, and so many fans are into it, and it's so exciting at the moment."

The fact that there will now be three races in America next year has added to F1's appeal: "I think the