Picture this. You’re standing at the top of the steepest and most dangerous ski run in the world. You’re 1665m above sea level. An 860m vertical drop is right in front of you. All you see is white. Clouds. Snow. Complete silence. The claxon goes and you launch down the Hahnenkamm.
This is what the elite alpine skiers from around the world experience at the annual Hahnenkamm Race in the Kitzbühel Alps of Austria (that have been happening since 1946). Known as the most famous ski run in the world, the Hahnenkamm is not for the faint-hearted — and we got a taste of that icy thrill last weekend.
BOSS returned to the slopes as presenting partner of the races this year, marking the second year of their four-year partnership with the legendary ski event. But not only this, the weekend also served as a snowy celebration of the launch of their collaboration with skiwear brand, Perfect Moment — and with BOSS’s evergrowing love of athleisure at an all-time high, the capsule collection comes as no surprise.
Founded in Chamonix in the 80s by French sports filmmaker and professional skier, Thierry Donard, Perfect Moment is born from fearlessness, inspired by Donard’s team of free-ride skiers and surfers, all of whom were in pursuit of the perfect moment, the perfect wave, the perfect line, the perfect powder. The casual, outerwear-driven aesthetic of BOSS blended with Perfect Moment’s renowned expertise in high-performance sportswear is a match made in heaven. 23 pieces all with their own detailed finishes, technical add-ons and bold color palettes, are, well, perfect on and off the slopes. Duvet and ski jackets, ski pants, ski jumpsuits, salopettes, knitwear, base layers, accessories, you name it, the collection has it. From the first chairlift of the day to the final ski run home and even the après-ski into the night, you’re covered.
We kicked off the weekend watching the Downhill Races with a picture-perfect view from the BOSS Chalet (accompanied by steaming glühwein and high-class-high-altitude canapés, of course). A hot-air balloon and paragliders bearing the brand’s insignia hovered above the snow-capped peaks as Norweigan skier Aleksander Aamodt Kilde secured his first-place spot with a speedy time of 1:56. He really did deliver on the signage across the course when it said ‘SKI LIKE A BOSS’.
That night saw an exclusive après-ski event take place at the chalet, with special friends of the brand like TikTok star Khaby Lame, influencer Naomi Watanabe, social media personality Nic Kaufmann, German national runner Alica Schmidt and face of the campaign, British model Jordan Barrett, take to the dance floor.
The BeyondKitz space at the base of the Hahnenkamm hosted a BOSS x Perfect Moment pop-up store that not only housed the new capsule but, for the more competitive among visitors, allowed you to take to the slopes virtually with a ski game, which offered the fastest racer the chance to win their own BOSS x Perfect Moment ski outfit.
To wrap up the adrenaline-heavy weekend, the Kitz Race Club opened its doors for the annual Kitz Race Party. Harder to get into than Berghain, the exclusive gala featured daring ice-skating performances that had us on the edge of our seats, special guests like Arnold Schwarzenegger, winter-themed acts on stilts, and live music until the early hours of the morning with a surprise appearance from Austrian icon DJ Ötzi.
“We were so excited to be in Kitzbühel again this year,” said Daniel Grieder, CEO of HUGO BOSS. “BOSS has a remarkable history with sports sponsorship, and this weekend marks a new chapter in our partnership with the Hahnenkamm Races. The action-packed event was also the ideal setting to showcase our BOSS x Perfect Moment collection on one of the world’s most legendary slopes.” — and legendary is pretty much how we’d sum up the action-packed, snow-filled weekend.