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Hugo Boss

 

Hugo Boss

Company: Hugo Boss AG

Brand value: US$2,072 million

Headquarter city: Metzingen

Category: Apparel

Year formed: 1924

 

Hugo Boss is a German upper-premium apparel brand that has become a global name in fashion and accessories for both men and women. The range has a strong heritage in men’s business suits, and this is still the mainstay of the brand, though it also produces evening wear, sports and casual apparel, as well as shoes and leather accessories. Branded fragrances, eyewear, watches, children’s fashion, home textiles and writing instruments are sold under license. Goods are sold in 127 countries around the world, through 442 of its own retail stores, as well as via e-commerce. It uses celebrities to endorse the brand and specific collections; recent ambassadors include Formula 1 driver Lewis Hamilton, actor Theo James for Boss Parfums, and actor James Marsden, who featured in the Hugo Boss “Own your journey” campaign. The brand associates itself with premium sports such as golf, Formula 1, sailing and football to project an image of dynamism, excellence and precision. It is the current outfitter of 16 world-class golfers, and sponsors the BMW PGA Championship and the BMW International Open. The brand is also the official fashion designer of the German national men’s, women’s and under 21s football teams. Internationally, Hugo Boss sponsors football teams including Real Madrid and Liverpool FC. The Hugo Boss sailing team launched its own yacht in 2003, and since 2015 it has supported the Mercedes AMG Petronas Formula 1 team. Sponsorship of cultural events is another key area of the Group’s brand communications, linking design, art, aesthetics and creativity. The brand presents the Hugo Boss Prize, the Hugo Boss Fashion Award for fashion students, and supports international contemporary art exhibitions.  Headquartered in Metzingen, the company generated with has 14,000 employees and is listed on the MDAX.