At HUGO BOSS, it is our clear ambition to become one of the top 100 global brands. To achieve this, we pour all our passion into driving brand relevance for BOSS and HUGO with compelling marketing and product initiatives. The incorporation of innovation, technology, and sustainability remains key here – be it in our bold brand campaigns, thrilling fashion events, or high-impact collaborations.
Boost
Brands
Leveraging the power of innovation plays a key role for HUGO BOSS. By creating memorable brand experiences, we maximize our impact and encourage consumers to engage more deeply with our brands.
Product
is key
Our brands truly come alive in the heart of our products, where we live and breathe our 24/7 lifestyle approach. We're not just about delivering top-notch quality and perfect fit, we're all about infusing innovation and sustainability at every step. It's where excellence meets creativity, and our commitment to a bold and better future takes center stage.
Driving newness
To further drive newness among our product range, we are co-creating inspiring capsules with important partners.
Pushing sustainability
We are fully committed to living up to growing customer expectations in terms of sustainability. To this end, when developing our collections, we increasingly rely on innovative, sustainable materials and manufacturing techniques.
In 2023, we proudly introduced the first-ever BOSS styles crafted from the highly innovative HeiQ AeoniQ fabric, which has been recognized with the 2023 ISPO Award. On top of that, as part of our heartfelt BETTER BOSS initiative, we launched a fully circular capsule collection, using recycled textiles to extend product lifetimes. At HUGO, our commitment shines through our WE ACT product range, featuring items made from at least 60% more sustainable raw materials. Looking ahead to 2030, our overarching goal is to enable 80% of our products to become circular.
Advancing innovation
We constantly strive to increase the wearing comfort of our products through the increased use of innovative materials.
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Functional Capsule Collections
With highly functional capsules, we are putting a strong emphasis on dressing our customers for an active lifestyle. From the dynamic world of tennis with BOSS brand ambassador Matteo Berrettini to the empowering strides of runner Alica Schmidt.
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Boss Performance
Our BOSS Performance range seamlessly blends formalwear with sportswear elements, thus maximizing wearing comfort. From super-stretchable, machine-washable styles to lightweight, wrinkle-free pieces – we have the perfect style for every occasion!
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Hugo Blue
In early 2024, we introduced HUGO BLUE, a powerful addition to our HUGO brand, with denim at the heart of its offering. Speaking directly to Gen Z consumers, HUGO BLUE embodies a rebellious spirit and a fearless embrace of individuality, empowering the next generation to express themselves authentically.
But our journey doesn't end here. It's just the beginning! Also moving forward, we remain fully dedicated to unlocking the tremendous potential of our two iconic brands. We will continue with all our energy and passion to inspire and surprise fans of BOSS and HUGO all around the globe.