Hugo Boss is relaunching its Boss Orange line under the creative direction of Eyan Allen for summer 2010 with an international design contest on Facebook. Inspired by the iconic parrot shirt from the current summer collection contestants are called upon to create an authentic and unique shirt for Boss Orange. “The idea behind this concept is to think about the essence of Boss Orange design,” Allen said in a video clip on the website. The challenge started at the beginning of March on Creative director Eyan Allen will choose from 30 sketches the most inspiring graphic for the shirt. The winning design talent will then be invited to Hugo Boss’s headquarters in Metzingen, Germany, to meet Allen and spend one day working together with Boss’s creative team. The selected shirt will be later offered as a special edition with the Boss Orange summer 2011 collection. Sketches for the parrot shirts may be submitted through April 30. The shirt competition on Facebook is part of an integrated marketing concept comprising international print and online advertising, in-store promotions and social media marketing.

--Isabel Mühlbauer