How Anthony Joshua, Future & Khaby Lame are Leading a New Menswear Revolution

Meeting this more fluid and exhilarating moment in men’s style is both a reinvigorated BOSS and the creatives who represent it. If recent history has taught us anything, it’s that authenticity amounts to much more than sloganeering in 280 characters and barking instructions from the other side of a video call. As such, the near century-old institution has assembled an Avengers-esque team of talent to embrace this new era for courage and masculinity.

Among those leading this charge are knockout athlete Anthony Joshua, Atlanta trap pioneer and undisputed drip king Future and, perhaps most significantly of all, TikTok titan Khaby Lame. Having been laid off as a Turin factory worker in March 2020, Lame’s wordless skewering of ridiculous ‘life hacks’ made him the second most-followed personality on the platform with a dizzying 131 million followers. Consequently, he represents a different kind of face to front a BOSS campaign: one with the confidence to brush aside formalities and seize the day.

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