Everything You Need To Know About HUGO BOSS’ Historic Brand Refresh


While many are still busy digesting the latest from the men’s Paris Fashion Week that just wrapped on the weekend, HUGO BOSS just dropped some of the biggest news we’ve heard from the brand in quite some time — a complete 360-degree rebranding of every facet of the brand’s consumer touchpoints. We’re talking everything from product direction to retail presence, and everything in between — a level of change we’ve not seen from the brand in ages. Since Daniel Grieder was enlisted as CEO of HUGO BOSS in June of 2021, it’s been clear that change was coming to the global fashion powerhouse, but it’s safe to say that few expected to see such a bold pivot. Though the company recorded a healthy sales numbers in Q4 of 2021, the ongoing societal drift to more casual attire has led both HUGO and BOSS into brave new territory.

To help push this new identity, the brand has enlisted an army of models, artists, and athletes as part of the new BOSS campaign, running under the title of #BeYourOwnBoss. From world-famous American rapper Future, to top models Kendall Jenner, Hailey Bieber, and Joan Smalls, to TikTok sensation Khaby Lame, the all-star cast of the new BOSS Spring/Summer ’22 campaign carries a polished casual look that’s a significant departure from the serious German tailoring look of decades past. Varsity jackets, relaxed button-downs, and smart knitwear are all part of the package, all carrying BOSS’ new branding — a bold sans serif B that easily integrates into the brand’s new signature fabric pattern. Looking at the cohesive collection, though its such a departure from the BOSS we know, it manages to remain true to its roots.

A New Approach to Retail

As noted above, the HUGO BOSS rebrand isn’t relegated to logos and design direction; you can expect a change in the brand’s presence in the market as well. Standalone stores will receive a thorough rebrand, and will be centred on a more playful and casual overall aesthetic. This theme will be echoed through the brand’s presence globally, including in its department store positions. In years past, retail efforts were focused on single brand stores and e-commerce, but 2022 marks a renewed focus on omnichannel sales. In tandem, a freshly and thoroughly reworked website delivers an immersive experience, loaded with extensive product imagery and video to help shoppers properly dive into the new world of HUGO BOSS.

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Two Brands, Defined

The last, and arguably most crucial piece of the puzzle in HUGO BOSS’ rebranding strategy is the clear delineation between its sister brands, HUGO and BOSS. While both clearly strike a position of appealing to a more youthful market segment, the two lines have more clear and defined boundaries than they did in recent years. Where BOSS is more elevated and refined, HUGO fills a slightly more accessible market gap, focusing on a mix of modern tailoring, denim, and streetwear. Where BOSS is the refined attire of the professional that has settled into his career path, HUGO is the go-to for the fresh graduate heading to his first office job.

What It All Means

The long and the short of it is simple — expect to see and hear a lot from HUGO BOSS in the not-too-distant future. For years, the brand was seen as the guiding light of what a large-scale fashion powerhouse could be, and with this new directional shift the brand is going to be pushing hard to reclaim that role. Substantial marketing campaigns are rolling out concurrently around the world, both digitally and physically. A total of 200 digital talents are involved via Instagram and other digital channels, making one of the largest branding campaigns we’ve seen in recent memory. Thankfully the stylistic direction of this new collection is perfectly of the moment, and we’re eager to see what the brand brings to the table next.

See more of the new BOSS collection here.


Hugo Boss