Hugo Boss is continuing its casualisation and youth-focused drive for its Boss label and has unveiled its latest limited-edition capsule collection, a collaboration with “next-generation creator” Khaby Lame.

When it comes to making fun of viral videos Senegalese-born influencer Khaby Lame knows how to do it best. And now the social media star has his eyes set on taking over the fashion industry by joining forces with BOSS to create a limited-edition capsule collection for Spring/Summer 2022.

BOSS recognized Lame’s talent early on and cast him in last year’s Russel Athletic x BOSS fashion show, and as a spokesmodel for the brand’s global relaunch. Joining forces again, Lame is now creating clothing with the brand and has chosen to focus on a small run of items that include a varsity jacket, hoodie and T-shirt, the collection is also comprised of an all-black color palette, each item bears a “signature Khaby logo” along with leather detailing. The collection also features an exclusive doll made in Lame’s likeness – in the form of a plush toy.

Speaking exclusively to HYPEBEAST about the collaboration and his social media stardom, Lame says: “I made videos on YouTube as a child, but only my father and uncle watched them. And it was with TikTok that I realized that I had found the ideal platform for me to upload my self-deprecating and comic videos. I like to entertain people with my irony, but it’s just a tool to do what I’m really interested in – encouraging those who follow me to fight to achieve their goals.”

“The BOSS x Khaby capsule came from my imagination and that of the Boss team, and from the desire to have fun. I love streetwear, but with Boss, I am learning to get out of my comfort zone by embracing different styles. Fashion is a fundamental part of my work [and] to round out the collection, a doll of myself designed to be both a standalone accessory and an attachment can be snapped onto the hoodie — who wouldn’t want to have a Khaby always with them, ready to remind them that anything is possible?” he added.

Chiming in on Lame becoming a brand collaborator, Miah Sullivan, Senior Vice President of Global Marketing & Brand Communications at HUGO BOSS, shared: “The BOSS x Khaby partnership has proven to bring new young customers into the brand and create unprecedented brand heat for BOSS. His story and accomplishments reflect the ethos of the #BeYourOwnBoss campaign, making him the perfect choice for the BOSS brand.”

“Khaby has a heart so big that the whole world finds joy in it. His mission to bring joy and laughter into the world makes him a beloved cultural icon that will be celebrated for generations to come,” Sullivan added.

The BOSS x Khaby collab item prices range from $156 USD to $521 USD and are globally available now on BOSS’ website.