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From the mountains to the desert: BOSS heads to Dubai

Following the launch of a record-breaking all-star campaign, BOSS will debut a see now, buy now collection at a spectacular event in Dubai on 10 February 2022. BOSS has had a big start to 2022, with an unforgettable unveiling of its brand logo at the Hahnenkamm Races and Matteo Berrettini’s formidable performance at the Australian Open. To keep the momentum of its brand refresh going, BOSS is heading to the UAE for its latest celebration. The event, which will offer unparalleled sunset views and unique experiences under the stars, will largely occur outdoors, and follow careful Covid safety protocols.


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