SNUGGLE UP IN STYLE: BOSS X STEIFF IS HERE FOR THE HOLIDAYS
words by PHOEBE GIBSON-DOUGALL
Germany does Christmas well; from glühwein and Christmas markets to stollen and hand-carved nutcrackers, during the holiday season the whole country is brimming with festive charm. So it makes perfect sense that two icons of German craftsmanship, BOSS and Steiff, would know just how to bring warmth, style, and a touch of whimsy to the holidays. This winter, the two brands introduce BOSS x Steiff: an exclusive collaboration where BOSS’ signature elevated aesthetic meets the timeless charm of Steiff’s beloved teddy bears with the trademark “Button in Ear”.
image courtesy of BOSS
At the heart of this plush capsule is an array of men’s, women’s, and kids’ apparel in warm tones of cream and brown. Every piece is a tribute to Steiff’s cuddly heritage, from teddy-textured coats, jackets, hoodies, hats, and mittens to extra-soft shirts, T-shirts, sweatshirts, socks. Iconic BOSS accessories also get the teddy treatment; icons like the Ariell bag and the Gary sneakers are reimagined with plush trims and rich fabrications for a luxurious, cozy feel.
Toymaking icon Steiff is credited with creating the world’s first plush bear, and this rich history is also reflected in the collaboration. Enchanting new iterations of Steiff’s iconic teddy bear are symbols of joy and nostalgia, sure to delight fans of all ages. The capsule features five pieces; one cream plush bear, one collectors’ bear in brown mohair, and one HUGO BOSS XP member-exclusive collectors’ bear in black mohair. Two teddy bear charms—one in black, and XP member- exclusive collectors’ style, and one in brown—make fun keyrings, or can be styled clipped onto bags. Forget Labubus, something far cuter and cooler has arrived!
images courtesy of BOSS
“This collaboration is a true celebration of warmth, style, and timeless charm—a perfect match for the holiday season,” says Marco Falcioni, Creative Director at HUGO BOSS. “BOSS and Steiff share a deep commitment to exceptional craftsmanship and quality, making this partnership the perfect fit—the collection blends BOSS’ signature sophistication with Steiff’s playful, cozy aesthetic, sure to captivate fans of both brands and bring joy to the season.”
Frank Rheinboldt, CEO of Margarete Steiff GmbH, adds: “The collaboration between BOSS and Steiff unites the worlds of fashion and playfulness, with the iconic teddy bear at its heart. Steiff has always stood for a meticulous love of detail and plush animals made to last for generations.”
BOSS x Steiff will be showcased as part of the BOSS Holiday campaign for 2025, starring TikToker Khaby Lame and model Amelia Gray, with creative direction from Trey Laird and the agency Team Laird. The campaign video is a cosy affair, with Lame and Gray bundled up in clothes and accessories from BOSS x Steiff. Singer-songwriter Khalid also joins in the festivities, providing a playful narration as the action unfolds.
To bring the holiday magic of BOSS x Steiff to life on social platforms, BOSS has partnered with Meta, the production partner Right Agency, and two generative-AI artists, Humainmade and Denis Larzilliere, to create 22 pieces of exclusive video and image content. The content will be available across platforms such as Instagram and Snapchat in an immersive and festive extension of the campaign.
The BOSS x Steiff capsule is available for purchase online via boss.com and steiff.com, and in selected BOSS stores worldwide. So now you know just what to do: have yourself a bear-y, merry Christmas!
images courtesy of BOSS
