PARTY CENTRAL: The carnival-themed rooftop party Hugo Boss staged last month in New York will live on in a new partnership with Dubset.com. The site captures DJ performances from fashion events around the world and allows users to legally stream the music for personal use, whether they attended the event or not. The new branded Hugo Boss channel, which launched Tuesday, will provide an online home for streaming music and video from all of the fashion company’s events, many of which feature high-profile DJs and musical performers — such as Cee Lo Green and DJ Cassidy at the New York event.

“Hugo Boss is known for bringing fashion and music together. Partnering with Dubset allowed us to enhance our social-media presence and extend the life of the event by capturing the audio and video and allowing a broader audience to experience it,” said Mark Brashear, chairman and chief executive officer of Hugo Boss, Americas.

This story first appeared in the September 1, 2011 issue of WWD.  Subscribe Today.

While Hugo Boss is the first brand to have its own channel on the site, many others have contributed content to Dubset, which provides all the necessary technological services to record an event. DKNY, Vanity Fair, Levi’s, Nylon, ENK, G-Shock, Chloé, Carrera and Vince have all made content available to the site since it launched in 2009.

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