Brand Creation Hugo Boss


Hugo Boss AG is Germany’s biggest maker of people’s dress and one of the world’s driving structure houses for men’s style. The gathering comprises of four significant divisions: Hugo Boss AG (organization central station); Switzerland-based Hugo Boss Industries (the gathering’s subsequent coordinations and the executives community); Hugo Boss Textile Industry (the organization’s significant creation plant in Izmir, Turkey); and American auxiliary Hugo Boss USA. The Hugo Boss line of items incorporates the three fundamental men’s business wear brands – Boss, Hugo, and Baldessarini- – just as the more easygoing Boss Sports and Boss Golf lines. The organization likewise plans and licenses extras and scents and propelled its first line of ladies’ business wear in the late 1990s. Hugo Boss styles are sold in excess of 90 nations around the globe through more than 350 mono-brand establishment shops, just as through upscale strength stores and retail chains. Around 65 percent of the organization’s deals get from Europe; Germany is its greatest market and the United States its second greatest. The Italian material gathering Marzotto possesses a 50.7 percent share in Hugo Boss.

HUGO BOSS represents development, innovativeness, and progress. Its goal is to additionally merge its situation as a main universal style gathering and develop with its brands. HUGO BOSS actualizes stringent structure and quality measures to create predominant items that convey an incentive for cash. All the brand assortments hold fast to a way of life reasoning highlighting a particular brand signature. Chief. The center brand BOSS represents obvious, contemporary plan and top notch detail. An ideal fit and uncommonly chose texture characteristics structure the beginning stage for the BOSS assortments – for people, for each event. HUGO. Unpredictable yet high-caliber. Dynamic yet elegantly easygoing – HUGO grasps logical inconsistencies. The brand for current, confident people with their own individual styles. BALDESSARINI. Character and profile, matched with an energy for the best textures and magnificent fitting: the BALDESSARINI extravagance assortment. For men of consummate complexity.

In 1923, the year when post-World War I Germany was shaken by high joblessness and hyperinflation, German ace tailor Hugo Boss set up for business in the modest community of Metzingen, around 20 miles south of Stuttgart. Supervisor began making defensive suits for modern specialists and other work garments for men. Different Boss fortes were waterproof shells and regalia. Throughout the years the tailor’s workshop developed into a little manufacturing plant.

At the point when Germany – drove by Adolf Hitler’s National Socialist system – did battle again in 1939, regalia were sought after. One year before the organization’s 75th commemoration, in August 1997, the Austrian current issues magazine Profil announced that Hugo Boss’ name showed up on a rundown of lethargic Swiss financial balances, uncovering that the organization created garbs for the Nazis, utilizing constrained workers from France and Poland, during World War II. Two months after the article showed up, Hugo Boss’ top administration allocated a student of history from a close by college to research and record the organization’s history during the notorious Nazi period and in 1999 promised to repay its previous slave workers.

Nineteen years after the demise of organization originator Hugo Boss in 1948, two of his grandsons, in their mid-20s, Uwe and Jochen Holy, assumed control over the firm. The business-smart siblings turned the organization around totally, guiding it into another, all the more encouraging bearing: men’s wear. While Jochen, the more youthful sibling by two years, had a sense for the most recent patterns, his more seasoned sibling Uwe built up the fundamental showcasing systems. At the point when Hugo Boss entered the market in the second 50% of the 1960s, Germany’s men’s wear producers were attempting to value each other out of the market so as to get a greater tranquility of a contracting pie. They had modernized their creation plants and expanded their abilities to fulfill the detonating request during Germany’s after war monetary blast. Be that as it may, the short downturn of 1966 flagged the finish of the German “financial marvel.” Under the Holy siblings, Hugo Boss began making earthy colored, blue, green, and dark suits for men. The great quality, durable texture they utilized was additionally made in Metzingen, by material producer Gaenslen and Voelter. Estimated better than expected and cut in a more energetic manner than the suits of the German men’s wear foundation of the time, the suits and coats of the Holy siblings beat every one of their rivals’ inside only 10 years. Generally, German suits for men were made out of hardened and overwhelming textures. At the turn of the decade, be that as it may, Hugo Boss presented new lines of suits made out of high-caliber, very light Italian textures in elegant hues and plans. During the 1970s, the organization started to charge much more significant expenses for their appealing new product offerings. Simultaneously, they spearheaded the pattern to fabricate abroad, a pattern that would later move everything except a small amount of the German attire industry outside the nation’s fringes. The Holy siblings likewise vanquished remote markets for Hugo Boss. The subsequent stream of income permitted the organization to succeed at a formerly obscure level.

The melange of great men’s style produced using Italian fleece, silk, cloth, or cotton in front line structures, regarding monstrous publicizing efforts and smart item situation, made Hugo Boss the trailblazer for another age of youthful, goal-oriented businesspeople. After the Boss suit had vanquished Western Europe, the clothing producer made the vital advance over the Atlantic. While the obscure German mark was met with doubt when the primary Boss suits hit the stores in the United States in 1976, its acknowledgment developed consistently. Promoted by the tributes of truly fit and attractive men, for example, star on-screen character Sylvester Stallone, top competitors, for example, the five-time Wimbledon tennis boss Bjorn Borg, and the “swaggering, stubble-cheeked cops of TV’s Miami Vice in its mark palette of Baskin-Robbins pastels” – as portrayed in Forbes by Joshua Levine – the Hugo Boss look spoke to the picture of the fruitful expert with a trace of macho. For the adolescents who couldn’t yet manage the cost of the expansive bore $400 to $500 Boss force suits, the organization began making progressively easygoing wear, for example, sweaters and sports coats in the mid-1980s.

In 1980, Hugo Boss passed the DM 100 million deals mark just because. After five years the organization opened up to the world, and focused on extending topographically. Just a single year after its first sale of stock (IPO), Hugo Boss was worth more than the remainder of the German men’s wear makers joined. By 1987, Hugo Boss netted DM 500 million every year, coming to nearly DM 1 billion before the decade’s over. At the pinnacle of the organization’s prosperity, in 1989, the Holy siblings sold a major piece of the Hugo Boss offers to the Japanese Leyton House Group however remained effectively associated with the association’s administration. In 1991, the Italian style mammoth Marzotto became Hugo Boss’ new parent organization. After two years, the Holy siblings, who had made Hugo Boss into Germany’s biggest producer of men’s wear and a main power in the worldwide high-style industry, resigned from Hugo Boss administration yet continued running two or three Holy’s upscale men’s wear originator stores in Munich and Stuttgart which stayed under the umbrella of the Hugo Boss gathering.

In 1993, Hugo Boss stock was exchanged at not exactly a large portion of the value that the Holy siblings traded out when they sold a 64 percent offer to Leyton House. The German design industry was battling with the financial downturn that began in 1992. Customers cut back on costly dress and retail deals dropped fundamentally, particularly in the men’s wear section. Simultaneously, work force cost rose and a debasement of the Italian Lira by 20 to 30 percent gave the Italian men’s style fashioners an enormous value advantage over Boss. What’s more, buyers changed their essential qualities at the beginning of the 1990s. The “elitist”- time of prominent utilization that portrayed the 1980s was supplanted by “another unobtrusiveness” joined by a higher accentuation on collaboration and family esteems. The signs were clear: the organization expected to change so as to stop the pattern of declining benefits. Battling with contracting net revenues themselves, the Marzotto bunch made a striking stride when they recruited Peter Littmann as new CEO of Hugo Boss. The 46-year-old local Czech with a Ph.D. in business organization from the University of Cologne was knowledgeable about advertising materials universally – of an alternate kind be that as it may, specifically covers. Be that as it may, he ended up being an incredible decision. The design fledgling figured out how to return the organization on the development track in record time.

Subsequent to renaming the organization Hugo Boss to mollify that “bossy” picture, Littmann chose to dispatch two extra names other than Boss under the umbrella brand Hugo Boss, empowering the organization to adopt a progressively refined advertising strategy. The principal new name, Hugo, was focused on more youthful experts intrigued by popular style who settled on their own choices about what to wear- – not at all like their senior partners who supposedly as a general rule let their spouses settle on their design decisions. Hugo suits went for around 10 percent not exactly the conventional Boss suit, which at that point cost somewhere in the range of $500 and $800. The subsequent oddity brand was named Baldessarini after the organization’s central architect of numerous years. The Italian intrigue of the Austrian local’s name was deliberately used to convey the selectiveness of this new line of design, which was focused at the monetarily autonomous top official who could bear the cost of the advantage of a consummately customized $1,500 suit produced using simply the best Italian textures. The old style Boss suit was renamed Boss Hugo Boss and the large shoulders of the 1980s were adjusted.

The three-mark procedure was done completely by three separate groups for item advancement and deals to isolate conveyance outlets. To unmistakably recognize the three new names, men’s design retailers needed to constrain themselves to just them one with the most noteworthy intrigue to the store’s center gathering of clients – which to start with caused some cocked eyebrows and even opposition among retailers. Other driving plan houses, for example, Armani, put stock with one brand name yet unique value levels, in a similar store to draw in a bigger gathering of purchasers. Littmann, be that as it may, needed to forestall the watering down of the apparent high-esteem brand acknowledgment of the Hugo Boss marks.

After Littmann had presented the three-brand thought at his first load up meeting in March 1993, he tested the organization’s yearning youthful supervisory group to pull off the venture in only three months- – a fourth of the time they said they required. The three new lines of Hugo Boss men’s design were first appeared in Cologne to a crowd of people of 3,000 in the mid year of that year. In the next years, the scope of marks was additionally enhanced, including Boss Golf, Boss Sport, and Boss Black Label.

To additionally cut creation costs, Littmann moved to another country half of the assembling despite everything done in Germany- – for the most part to eastern Europe, where expenses were somewhere in the range of 70 and 90 percent lower- – leaving the portion of local creation at one-fifth of the aggregate. In any case, sewing men’s suits is a fairly confused assignment that requires some ability and experience. Despite the fact that Hugo Boss didn’t possess the majority of the creation plants, the organization prepared the laborers in the Czech Republic, Slovakia, and Romania to guarantee its quality guidelines. Just a bunch of profoundly gifted German specialists completed the most troublesome occupations, for example, sewing the sleeves onto the coats, at the organization’s Metzingen plant.

Littmann’s intense system was suspiciously viewed by industry insiders, contenders, and men’s apparel retailers. Eventually, it was a colossal achievement. While absolute deals declined, benefits bounced by 74 percent in 1994, the year after the dispatch of the three-brand battle. Other than his three-name technique, Littmann concentrated on extending the organization’s worldwide reach. One of the new markets the organization concentrated on was Southeast Asia, where an auxiliary was built up in Hong Kong and various Hugo Boss stores were opened in urban focuses, for example, Tokyo, Beijing, and Shanghai. Before the finish of 1996, around 66% of Hugo Boss’ deals started outside of Germany. The United States represented around one-fifth of the aggregate.

After this great achievement it was somewhat amazing that Littmann surrendered as Hugo Boss CEO. At the point when his agreement lapsed toward the finish of 1997, Littmann didn’t recharge. The organization declared that there was some difference over Hugo Boss’ key heading. In any case, industry insiders theorized that Littmann made some hard memories coexisting with Marzotto’s new CEO Jean de Jaegher. Joachim Vogt, on Hugo Boss’ official board liable for creation and coordinations since 1990, took over as CEO in February 1997. Two other top officials joined the organization at about a similar time. Massimo Suppancig, the previous VP of worldwide showcasing and business advancement of Munich-based ladies’ style house Escada was designated official chief of the Hugo Boss ladies’ wear division. In the United States, previous president and CEO of men’s clothing creator Calvin Klein, Marty Staff, was delegated as the new supervisor of Hugo Boss USA.

Joachim Vogt’s term as CEO of Hugo Boss kept going one and a half years. He concentrated on what he could do best: advancing creation procedures and coordinations. Notwithstanding, for a choice men’s style house, that was insufficient. In November 1998, Hugo Boss formally reported that the organization’s upper administration couldn’t help contradicting Vogt’s vital objectives and that Werner Baldessarini would have his spot. The 55-year-old boss architect and showcasing chief, who had joined the organization in 1975, didn’t have conventional training in business organization yet had been an individual from the Hugo Boss official board since 1988.

In spite of the way that the organization’s deals and benefits were developing, the estimation of Hugo Boss stock stagnated after Baldessarini took over as CEO. Just when the new CEO reported his system to change the organization from a men’s tailor to a way of life realm did the securities exchange pay heed. At that point, Hugo Boss’ line of items had extended to incorporate men’s sportswear, shirts, clothing, and authorized extras, for example, ties and shades. Nonetheless, the great Boss Hugo Boss suit assortment despite everything got 90 percent of the organization’s incomes. The organization’s new assortment for spring and summer 2000 highlighted a look that Baldessarini portrayed as delicate and present day simultaneously, a blend of sentiment and innovation. It was first introduced in Florence, Italy, and not as a rule in Cologne.

Baldessarini extraordinarily extended the organization’s system of outlets to draw nearer to the client. Hugo Boss items were at that point sold in 92 nations around the globe. In 1999 and 2000, 130 new Hugo Boss stores were opened, expanding the organization’s dispersion outlets to 300. Hugo Boss’ essence in the United States, the organization’s second greatest market after Germany, earning about $100 million, comprised of thirteen unattached Hugo Boss establishment stores and nine shops inside bigger strength stores. Inside two years, 23 new stores were opened, not just in social focuses on the east and west drifts yet additionally in lower-profile areas, for example, Paramus, New Jersey, King of Prussia, Pennsylvania, and at the Mall of America in Bloomington, Minnesota. In April 2001, the organization opened one of the nation’s greatest creator stores on New York’s Fifth Avenue. On 23,000 square meters, the four-level leader store introduced everything Hugo Boss brought to the table, with men’s wear representing around 66% and ladies’ wear for the other third of the product in plain view.

Hugo Boss proceeded with its item position and supporting exercises. The Hugo Boss name got presentation in the Hollywood films Weapon 4, Godzilla, and The Professionals. Since 1984, the organization supported a Formula One Mercedes group and a few top golf experts. Be that as it may, the organization’s new special system remembered another concentration for expressions and culture, supporting a voyage through conspicuous hip-jump craftsmen and facilitating the debut for the film Charlie’s Angels in 2000. The occasion at Mann’s Chinese Theater was gone to by such entertainers as Cameron Diaz and Drew Barrymore wearing Boss Woman, the second line of ladies’ wear after the dispatch of Hugo Woman in 1998. The organization added better approaches to draw in more clients, remembering for store occasions, picture classes, and conveyances to inns and workplaces.

In December 2001, Baldessarini declared that he would step down as Hugo Boss CEO and individual from the official board when his five-year contract terminated in mid-2002. He said that he would be accessible as inventive specialist however needed to resign from the everyday activity of the business. During his residency the organization’s deals developed somewhere in the range of 18 and 22 percent yearly. The organization’s stock exchanged Frankfurt/Main multiplied in an incentive during 2000. In his foreword to the organization’s 2001 Annual Report, Baldessarini, one of the attire world’s imaginative geniuses who had been one of the significant main impetuses behind Hugo Boss, depicted his way of thinking: “As style definers and fashioners, our own is the errand of enhancing our social request with inventive driving forces. We make dreams materialize, and upgrade reality with style and magnificence. Plan and style loan progress an alluring face, addressing needs that are less substantial however even more fundamental.”

Dr. Bruno Salzer succeeded Werner Baldessarini in July 2001. He characterized the organization’s significant momentary errands: to make Hugo Boss’ lines for ladies – which had not been as fruitful as the organization expected- – beneficial, to extend the organization’s creation offices and cut expenses, and to add new stores to the Hugo Boss dissemination arrange, particularly in Scandinavia and Belgium. Watching out into the future past 2003, Salzer could see Hugo Boss developing through acquisitions if the organization’s own natural development should back off.



Following the Second World War fabricating is continuously extended under the direction of Hugo Ferdinand Boss’ child in-law Eugen Holy. The primary requests for men’s suits are gotten during the 1950s.

By 1950 the organization has 128 workers on its books, a number that keeps on ascending in the next years.


In 1960 the most importantly the-peg suits for men are delivered, establishing the frameworks for the organization’s future achievement. In 1969 Eugen Holy’s children – Jochen and Uwe Holy – assume control over the organization, bit by bit reshaping it into the global design bunch recognizable today.


The design familiarity with men expanded during the 1970s and their requests in style changed unmistakably. The BOSS brand – with its top notch men’s assortments – was propelled in the mid 1970s. It is the time of amazingly restricted shoulders and two-button, single-breasted jackets. Manager is enrolled as a brand in 1977.


HUGO BOSS has just started to sharpen a global profile when it began supporting motorsports during the mid 1970s. These exercises demonstrate the ideal vehicle for advancing the BOSS brand picture and cultivating its notoriety among a worldwide crowd.


HUGO BOSS endeavors into another market in 1984 by conceding its first aroma permit. From that point onward, HUGO BOSS aromas have numbered among the best items in their section and routinely highlighted among the top-selling fragrances.


In 1985 basic changes occur with respect to the organization structure. HUGO BOSS is recorded on the German Stock Exchange in Frankfurt.

HUGO BOSS enters the field of golf sponsorship in 1985. The previous world number one Bernhard Langer turns into the main expert to wear BOSS on the world’s fairways and there are numerous others to come like Phil Mickelson and Martin Kaymer. Today HUGO BOSS keeps on extending its playing golf exercises.


In 1989 HUGO BOSS awards a permit for eyewear including shades. With their creative plans and great polish, the eyewear assortments mirror the individual brands flawlessly.


HUGO BOSS presents its tri-image procedure in 1993. Two new brands, HUGO and BALDESSARINI, are added to increase the center BOSS brand. HUGO’s dynamic, creative style and BALDESSARINI’s sumptuous, modern intrigue make the ways for new objective gatherings for HUGO BOSS designs. In 2006 the assortments from BALDESSARINI are suspended.


The conceding of a permit for shoes adds another measurement to HUGO BOSS and its assortments. In 2004, creation of shoes and cowhide extras is coordinated into the organization and extension has been progressing from that point forward.

HUGO BOSS starts supporting contemporary expressions in 1995. The organization with the Solomon R. Guggenheim Foundation is fixed, making the establishment for the HUGO BOSS PRIZE which is granted without precedent for 1996.


The HUGO BOSS PRIZE is set up together with the Solomon R. Guggenheim Foundation in 1996. Development and inventiveness are the choosing criteria for the prize, which is granted by a worldwide jury involved historical center caretakers, pundits, and authorities like clockwork. With its stipend of 100,000 USD, the HUGO BOSS PRIZE has since gotten one of the most significant honors in the field of contemporary craftsmanship. The American craftsman Matthew Barney is the principal beneficiary of the honor.

The principal watch permit is allowed in 1996 for BOSS. In 2007 a BOSS Orange watch assortment was included.


Tapping its drawn out involvement with golf sponsorship, HUGO BOSS dispatches the BOSS Golf Collection in 1997. The assortment incorporates great sportswear that satisfies golf players’ guidelines both on and away from the course.


The year 1998 is an achievement in HUGO BOSS’ organization history, denoting the dispatch of its first ladies’ assortment – under the HUGO brand. Meanwhile ladies’ assortments have additionally been presented for the brands BOSS, BOSS Orange and BOSS Green. A large number of the HUGO Womenswear pieces become supreme Must-haves.


A universal occasion denotes the dispatch of BOSS Orange in 1999. The casualwear line gives an extra stage to sports-and leisurewear inside the HUGO BOSS brand world – flanking the work of art and exquisite BOSS assortment and the more youthful and increasingly dynamic HUGO brand.


The year 2000 sees the main ladies’ assortment propelled under the BOSS center brand. This assortment is adjusted nearby the BOSS men’s assortment in the very good quality design advertise. Manager Womenswear offers the select structures and female looks that intrigue to present day, effective, and self-assured ladies with a characteristic pizzazz. Exemplary fitting as a tribute to the underlying foundations of the design house become increasingly more significant inside the womenswear assortments, stressing the exact cut and the modern subtleties of the individual piece.


Manager Golf is repositioned inside the HUGO BOSS brand world with another idea and renamed BOSS Green: Functional materials and BOSS style know-how are combined right now with a wearing turn. The outcome is a sound assortment with solid hues and high-sway looks.

In 2003 the Group’s games sponsorship exercises are reached out to cruising. Furthermore, since that year, the 22-in number team of the HUGO BOSS yacht, drove by captain Alex Thomson, has been only furnished with an exceptionally produced cruising assortment.


As current customers’ preferences become increasingly complex, interest for preeminent quality and flawless workmanship develops. For a main brand like BOSS, it is imperative to fulfill these changing business sector prerequisites with imaginative arrangements – and along these lines offer items that totally spread the top notch menswear fragment. To answer this need, the extravagance line BOSS Selection is first introduced for Fall/Winter 2004.

Shoes and calfskin products flawlessly supplement each look. In January 2004, footwear and cowhide products fabricating is fused into the HUGO BOSS Group.


For the 2006 summer season a BOSS Orange Womenswear assortment – offering the equivalent easygoing, individualistic and peppy styles as the current men’s assortment – is propelled for ladies.

In 2006, the brand portfolio changes and the assortments from BALDESSARINI are stopped. The extravagance situating of BALDESSARINI is currently spoken to by BOSS Selection inside the HUGO BOSS brand universe.

On the night of October 17, 2007 HUGO BOSS presents its BOSS Spring/Summer 2007 assortment at the noteworthy Cunard Building in Manhattan. It is the first run through the Group is indicating its assortment in New York.


Having upheld youngsters’ foundation for quite a while, HUGO BOSS – related to the kids’ guide association UNICEF – starts building schools in Africa’s most unfortunate nations during 2007. Inside the system of this undertaking, schools in Angola, Malawi, Rwanda, Mozambique, Zimbabwe and South Africa have been opened or remodeled and provided with new instructing materials.


HUGO BOSS’ online store in Great Britain is propelled in September 2008. Today online stores have likewise opened in Germany, Austria, the Netherlands, France, and the USA. Extra stores the world over are expected to follow. 2011 sees the relaunch of the online store in Mandarin for the Chinese market – an achievement in the web based business.


In February 2009, HUGO BOSS adds a genuine superlative to the domain of extravagance clothing: the BOSS Selection Tailored Line. Unexpectedly, full canvas development is accomplished – for example each progression associated with making a suit is performed by hand. In 2011 the Tailored line is incorporated into the MADE TO MEASURE idea.

The year 2009 sees HUGO BOSS granting a permit for kids’ apparel. Keyed to the situating of the BOSS center brand, the assortment includes an adaptable closet offering a rich assortment of searches for youngsters and teenagers that are reasonable for entertainment and increasingly formal events.

Since 2009 iPhone proprietors have had the option to investigate the universe of HUGO BOSS utilizing a committed application – notwithstanding seeing the more point by point introduction on the corporate site. The organization likewise keeps up online channels on the video entry Youtube and the person to person communication locales Facebook, Twitter and FourSquare.


In the Fall/Winter 2010 season, HUGO BOSS premiers a further ladies’ assortment – as a supplement to the effective BOSS Green men’s assortment. The line’s looks are intended for pattern cognizant, athletic ladies with a functioning and current way of life.

Kids are the focal point of the cause work at HUGO BOSS. Flanking its association with UNICEF, the organization propelled a joint venture with the kids’ privileges association “Spare the Children” in 2010.


By granting a permit for bed and shower items HUGO BOSS makes an exhaustive way of life. Motivated by the Group’s molds, the Home Collection includes exquisite, present day bedding, shower and sea shore towels that highlight excellent workmanship.

In 2011 the Group relaunches its online store in Mandarin for the Chinese market.

In 2011, HUGO BOSS dispatches its most rich line with BOSS Selection MADE TO MEASURE and the MADE TO MEASURE Service, offering custom fitted suits for men. Looking over a variety of the best Italian textures and impeccable materials the client can amass his own one of a kind MADE TO MEASURE suit, alongside uniquely crafted shirts and ties.


In 2012 the primary Fashion Show was flanked by a worldwide on the web and online networking effort that peaked with a genuine debut: the main 3D live stream of a style appear. Regardless of whether in Berlin, Shanghai or New York in future each client could watch the staggering shows live and in high caliber.


The BOSS Selection items are converged with the BOSS assortment. This move underscores the extravagance and premium gauges of the center brand and at the same time upgrades the uniqueness and lucidity of the worldwide brand picture. The custom-made suits MADE TO MEASURE are presently accessible under BOSS and imprint the lavish look of the design house’s assortments.

Since May 2013 HUGO BOSS has been the official design supplier of the German national soccer group just as of the German national under-21 soccer group. Off the pitch the competitors exhibit exemplary business looks and laid-back easygoing outfits.

HUGO BOSS ASIA ART makes another craftsmanship grant in Asia, following the HUGO BOSS PRIZE helped to establish in 1996 by HUGO BOSS and the Guggenheim Foundation. This earth shattering biennale grant which targets perceiving the huge accomplishments in contemporary craftsmanship in Asia, is considered and curated by the Rockbund Art Museum that conveys a stipend of ¥300,000. Kwan Sheung Chi is the debut craftsman to get the main biennial honor.

Jason Wu takes up the situation of Artistic Director for BOSS Womenswear. The Taiwan-conceived, New York-based fashioner gets liable for the whole womenswear line up from HUGO BOSS, including prepared to-wear and extras.

The introduction of his “Display Collection” in February 2018 in New York marks Jason Wu’s finale as Artistic Director of BOSS Womenswear.


HUGO BOSS and Parsons The New School for Design declared a significant new grant in the measure of $250,000.


Head investor Permira sells its offers in HUGO BOSS AG.


In 2016 HUGO BOSS and the Guggenheim Museum in New York praise the twentieth commemoration of the HUGO BOSS PRIZE.


The Company works with two brands just – BOSS and HUGO. Supervisor Orange and BOSS Green have been incorporated into the BOSS center brand as of the Spring/Summer 2018 assortment.

Toward the start of December HUGO BOSS turns into the main “Worldwide Apparel Partner” to help this race arrangement; the concurrence with the Mercedes-AMG Petronas Formula 1 Team lapses toward the year’s end.