The evolution of Hugo Boss: How the brand went from suits to streetwear

From clothing factory to global fashion house, we track the German brand’s unexpected journey that led up to its edgy Gen Z rebrand.

We are about more than just luxury. We are about appreciating the finer things in life whilst always being two steps ahead and aspiring for the next best thing whether in fashion, lifestyle, dining, travel or everything in between. We do it first class all the way, nothing less. It’s in the name.