Hugo

Over the past hundred years, the company has grown from a small tailoring factory to an international company with more than 14,000 employees and stores in 128 countries, in addition to thousands of franchised stores.

After the founder’s death in 1948, the company continued under Hugo’s son-in-law, Eugen Holy, and then in 1969, due to his retirement, Eugen passed the management over to his sons Jochen and Uwe.

Despite the global political changes over the course of history, the company has remained true to its cause throughout all the years of its existence.

The history of the development of the German brand HUGO dates back to 1924, when founder Hugo Ferdinand Boss launched the production of work and sportswear in Metzingen, Germany.

The new management has set itself the goal of entering the international market. In 1970, the first signature Boss suits were released, and seven years later Hugo Boss became a registered trademark.
In 1999, the HUGO brand was created as a separate independent direction of the HUGO BOSS fashion house. The purpose of the rebranding was to attract young people, turning them into fans of the HUGO brand. The fashion house has created a modern brand image that emphasizes individuality, innovation and a youthful spirit. Remaining true to the principles of high quality and environmental friendliness, Hugo releases collections that are radically different in style from the traditional Boss, refuting the opinion of restraint and stinginess on the emotions of German fashion – these are clothes, shoes and accessories for “urban” youth, for rebels and bright personalities ready to become trendsetters.
In their collections, the creators experiment with bright color schemes, prints, asymmetries and cuts. When forming an outfit, you do not need to follow any rules – each unit can be combined with each other, creating images for a business meeting, party or travel. Dynamic minimalism and casual style will appeal to fans of versatility.