After Cooper Flagg's name is called as the No. 1 overall pick of the NBA Draft by the Dallas Mavericks on Wednesday night, the outfit he's wearing will be available for purchase on the BOSS website.
The regular fit, dark blue three-piece suit in stretch wool is $999. The shirt? A white slim fit in structured performance stretch is $140, and the pure silk jacquard black tie is $99.
Fashion brands have been fitting stars for Hollywood red carpets for decades, but aside from cheap knockoffs, there has really been no effort to allow a consumer to actually buy the exact look.
The challenge with the outfits for draftees is, of course, they often want custom looks that are so outrageous not many fans could ever pull them off.
The draft is a time for Swarovski Crocks and custom blinged out watches, not for conservatism.
Enter BOSS.
The German clothing brand, which did $5 billion in sales in 2024, is long known for its affiliation with sport and has tested the concept of at least paying to fit draft picks over the years — top NFL picks Drake Maye, Rome Odunze and Cam Ward, to name a few.
But with Flagg, their executives decided to turn it into a sales opportunity.
“We wanted to celebrate a next generational Boss athlete like Cooper, but make his tailored look accessible to our customers," said Stephan Born, the BOSS CEO of the Americas. "Dallas is a huge market for Boss, so we will leverage him in that market throughout the season.”
Will it work? It's amazing it took this long for a brand to give it a shot.
Darren Rovell is the founder of cllct and one of the country's leading reporters on the collectibles market. He previously worked for ESPN, CNBC and The Action Network.