BOSS Hugo Boss Brand Guide | Aphrodite1994

BOSS. Hugo Boss

BOSS Hugo Boss Brand Guide

Introduction to BOSS

One of the titans of luxury fashion, the Hugo Boss name is synonymous with refinement and simplicity. First started in Germany in 1925 by Hugo Ferdinand Boss as a uniform manufacturer, the house made its menswear debut in 1950 with its first suits. Twenty years later, the BOSS brand was created, and since then the house has gone from strength to strength, introducing womenswear, fragrances, and a number of diffusion lines including BOSS Orange, BOSS Green and the more directional HUGO line. But the classic BOSS, Hugo Boss brand (formerly BOSS Black) has always been seen as the company’s flagship brand, embodying the ethos of understated luxury and simplicity that made their name.

The BOSS Hugo Boss brand is home to a wide and eclectic range of products, from t-shirts and premium loungewear to luxurious, refined business and eveningwear as well as accessories for everyday use. The range is tied together by a clean, refined aesthetic that calls back to the house’s inception as a tailor, and cements the core BOSS brand as the cream of the crop within the company; it’s no coincidence that it’s the best-selling range of all the house’s offerings.BOSS. Hugo Boss

Celebrity and Sporting Endorsements

BOSS is renowned for its use of celebrity endorsement campaigns, with the fragrance line alone recently utilising stars such as Orlando Bloom, Ryan Reynolds and David Beckham. While the number of leading men and women photographed in BOSS throughout the years would need a whole website of its own to keep track of, the focus for the core menswear line is on sporting endorsements and sponsorships. Starting with motorsports sponsorships in 1972, BOSS has placed particular emphasis on what it calls ‘luxury’ sports:  sailing, golf, soccer and Formula 1, as seen with its current brand ambassadors Nico Rosberg and Lewis Hamilton.

By tapping these aspirational figures and lifestyles, the brand hopes to convey values of, in their own words, “dynamism, perfection and precision”. These values are reflected in the styling of the menswear collection, exuding luxury and sophistication as well as the confidence of the modern gentleman. Whether buying a suit for work, sportswear for the gym or loungewear for the weekends, the timeless styling of the range allows it to work in a wide variety of outfits and aesthetics, whether at work or play, and the focus on craftsmanship and quality keeps the pieces feeling like an investment for the future.

BOSS Hugo Boss Fall/Winter 2017 Preview Video

For a taste of the quintessential BOSS styling, have a peek at their upcoming collection in this short video.

Shop our full range of BOSS Hugo Boss clothing, shoes and accessories

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