Our brands form the very heart of our company 

HUGO BOSS has strong, extremely charismatic brands. But sparking the interest of global consumers alone is no longer enough in the fast-paced world of today. We can only achieve sustainable success if we have a crystal-clear brand profile and consistent consumer message.

In the future, we will be focusing on the two brands BOSS and HUGO. The BOSS brand stands for business, superb quality, a perfect fit and increasing casual and athleisure components. HUGO is and will remain our progressive brand: trendy, edgy and urban.

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Customers care increasingly about expressing their personalities. A distinctive fragrance like BOSS THE SCENT leaves a lasting impression.

In the past, cool bicolor sneakers were more the domain of BOSS Orange and BOSS Green. In the future, these two lines will be integrated into the BOSS brand, which will then cover two new wearing occasions in addition to business: casual and athleisure.

A standout look? Couldn’t be easier with the summery outfits from the BOSS Womenswear Collection for Spring/Summer 2017.

Business as usual: classic, elegant suits are and will remain the BOSS hallmark.

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A style breach in good style: a formal suit is paired with on-trend casual accessories, a streamlined skirt with a laid-back sweatshirt.

Open to the unexpected: HUGO is defined by surprising details and the interplay of contrasting silhouettes.

A scent with cult status – unconventional and unmistakable. Just like the face of the new HUGO Man fragrance campaign: American actor Zac Efron.

The women are like the looks they wear: individualistic, creative and expressive.

Two strong brands with distinctive cores

Brand values

  • top quality, sharp tailoring, clear designs

Brand message

  • BOSS offers confident businesswear and refined casualwear for sophisticated customers who want to be impeccably dressed for every situation

Brand personality

  • successful, confident, sophisticated

  • upper premium

Brand values

  • progressive and contemporary design, expressive fashion statement

Brand message

  • HUGO offers designer clothes at an affordable price which give the wearer a 24-hour look

Brand personality

  • spontaneous, individual, contemporary

An interview with the Managing Board
 

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Our actions all have a single focus – our customers
 

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Our brands form the very heart of our company
 

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We are facing up to the challenges of the global fashion market

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Speed is a key factor in our success
 

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Tomorrow is the product of today’s decisions
 

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