This week BOSS is unleashing their inner Anglophile, opening a flagship store on Oxford Street, the most famous high street in Britain. 

To mark their arrival in one of the capital’s busiest shopping districts, the label has created a capsule collection that celebrates all there is to love about the UK. This includes the powerful and domineering Union Jack, which decorates an oh-so 90s Britpop parka (the Gallaghers scowl in appreciation), redone with oversized tailoring and fabric from British Millerian, the original manufacturers of waxed cotton, and the chunky and highly-reliable black cab, a fluffy motif that flanks the sides of a BOSS varsity bomber in a palette of camel, white and black. 

“This capsule collection is a celebration of the British style of the 1990s and an homage to London, a city where people come from all over the world to carve out their purpose,” elaborates Hugo Boss’ Senior Vice President of Creative Direction, Marco Falcioni. “We revisit staples of Britpop culture with a modern twist, in line with the creative spirit of London.”

The capsule then sees BOSS’ signature outerwear pieces coalesce with hoodies made from organic cotton, comfy track pants, t-shirts, sliders, bucket hats and belt bags in a campaign fronted by two-time world heavyweight champion and BOSS’ global brand ambassador Anthony Joshua. 

BOSS British iconography capsule is on-sale now.