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T C E P S RE T O R R A THE P WPT and HUGO BOSS Working Together for Parrot Conservation SOPHISTICATED. FULL OF CHARACTER. EXTRAORDINARY. That’s how many people describe parrots. So it’s no surprise that a parrot should be chosen by fashion leader HUGO BOSS to represent a new direction for their BOSS Orange collection. How this decision relates to saving parrots however, might come as a pleasant surprise. International Design Contest Under the guidance of BOSS Orange Creative Director Eyan Allen, an international T-shirt design competition was launched last spring on the social networking site Facebook. Drawing inspiration from a parrot-themed T-shirt already in the BOSS Orange collection, participants were asked to design an original, unique tee. More than 1,200 ideas were submitted from more than 60 different countries. The winner of the contest was 25-year-old Esteban Lalama, a graphic designer from Ecuador. Out of the 30 very best submissions, Eyan Allen chose the design he found most inspiring for the BOSS Orange T-shirt: “We could already see Esteban’s design as a piece within the BOSS Orange collection. I like the fact that he took the parrot and distilled it to an abstract, giving it a very modern twist.” Lalama spent a day at HUGO BOSS in Germany with Eyan Allen and the BOSS Orange Creative Team. Together they chose the material and colours for his winning tee and followed its technical realisation. February 2011 PsittaScene 3

Respect the Parrot (Hugo BOSS) - PsittaScene Issue 23.1, Feb. 2011

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