History

In 2024 the company marks an important milestone with the celebration of its 100th anniversary. Founded in 1924 in the town of Metzingen, Germany, HUGO BOSS has grown to include the two brands BOSS and HUGO, womenswear, footwear and leather goods, and international sports sponsorships. The company moves forward with the new future initiative SHAPE. TOMORROW. driving innovation towards an exciting future, based on our CLAIM 5 strategy.

In December 2023 the road leading to the HUGO BOSS headquarters in Metzingen was officially renamed to Holy-Allee. This was done to commemorate the upcoming 100th anniversary of the company, and also to pay tribute to  brothers Uwe and Jochen Holy — the grandsons of Hugo Boss — for their role in creating the international success of the company.

Founded in 1993, HUGO was established as the cool, youthful brand for trendsetters; mixing modern tailoring with casualwear. The hashtag #HUGOYourWay was introduced in recent years to carry on the spirit of individuality and blazing your own trail.

The portfolio expands with the addition of a premium equestrian line, launched in Fall/Winter 2023. The collection includes a mix of lifestyle fashion and equestrian apparel for men and women, and also a range of horse accessories in the signature BOSS colors of black, white, and camel.

Guided by the UN Sustainable Development Goals (SDGs) — specifically climate action — the HUGO BOSS foundation supports local, regional, and global impact-driven projects like flood prevention, climate innovation and education, and the fight against plastic.

Early November marked a first-ever for the company: a special NFT collection made possible through the HUGO x Imaginary Ones collaboration. The renowned Web 3.0 company created a holistic 360-degree metaverse experience with 1,001 exclusive 3D animations.

HUGO BOSS extends the BOSS Kidswear license agreement to the HUGO brand, launching HUGO Kids.

BOSS makes a return to the world of F1 through a new partnership with Aston Martin Aramco Cognizant Formula One team. In addition to the BOSS logo on the racing car bodywork, the company will design and develop looks for the team, covering formal apparel for the race drivers, and a range of high-performance race and travel wear for the entire team all in the signature BOSS styling.

The Stuttgart-based Weissenhof tennis tournament is rebranded as the BOSS OPEN with the company’s involvement as the official title partner. All staff at the event, including line umpires and ball kids, will now be dressed in custom BOSS outfits.

HUGO BOSS becomes the first premium fashion brand to offer a full-fledged dog collection that will include a range of apparel, accessories, home products, and toys available worldwide.

In order to unlock the full potential of HUGO BOSS, cater to digital expectations, and be prepared for the future, the establishment of a digital campus in Porto and Metzingen begins. This is a big step for HUGO BOSS on theway to becoming the leading premium tech-driven fashion platform worldwide.

HUGO BOSS successfully enters a strategic partnership with HeiQ AeoniQ LLC, a fully owned subsidiary of Swiss innovator HeiQ Plc. This is the first equity investment as part of the Company’s “CLAIM 5” growth strategy. The aim is to replace the use of synthetic fibers with the innovative cellulose yarn AeoniQ, thus advancing the company’s  sustainability goals/the sustainability goals of the company.

In line with the company’s CLAIM 5 growth strategy, both BOSS and HUGO undertake a new, modern brand identity focused on a younger and more global demographic.

HUGO BOSS introduces its ‘CLAIM 5’ strategy to deliver on its vision and ambition of becoming the premium tech-driven fashion platform worldwide, and one of the top-100 global brands.

In March HUGO announces its latest project: HUGO Louder, a new and exclusive music platform that amplifies the voices of inspiring artists and young talents who want to change the world.

A good start to the year – in January HUGO BOSS announces its new BOSS Brand Ambassador: Australian actor Chris Hemsworth. He will be the international BOSS face of the worldwide fashion campaigns planned for 2021 and 2022.

Twenty years ago, in the fall of 2000, womenswear designer at that time Grit Seymour presented the first ever womenswear collection under the BOSS brand at Milan Fashion Week.

Go-Live of the hugoboss.com online store in 24 markets. More countries are to follow in the next couple of years.

The partnership entails the development of a joint BOSS capsule collection as well as the sponsorship in motorsports.

In September, the new BOSS outlet officially opens its doors in Metzingen where the company's headquarters is also located. With 5,216 square meters, 93 dressing rooms and 16 checkout stations, it is the company's largest outlet. The first BOSS outlet was opened in 1972 and formed the cornerstone for the Outletcity Metzingen.

Our biggest own production facility in Izmir, Turkey, is celebrating this special jubilee on site with its 4,000 employees and their families.

In September, HUGO BOSS is included in the Dow Jones Sustainability Index (DJSI) World for the first time. As such, the Group is one of the five companies in the textiles, apparel and luxury segment to have qualified for the Index that year.

At the beginning of December HUGO BOSS becomes the first “Global Apparel Partner” to support this race series; the agreement with the Mercedes-AMG Petronas Formula 1 Team expires at the end of the year.  

The Company operates with two brands only - BOSS and HUGO. BOSS Orange and BOSS Green have been integrated into the BOSS core brand as of the Spring/Summer 2018 collection.

In 2016 HUGO BOSS and the Guggenheim Museum in New York celebrate the 20th anniversary of the HUGO BOSS PRIZE.

Principal shareholder Permira sells its shares in HUGO BOSS AG.

HUGO BOSS and Parsons The New School for Design announced a major new scholarship in the amount of $250,000.

Jason Wu takes up the position of Artistic Director for BOSS Womenswear. The Taiwan-born, New York-based designer becomes responsible for the entire womenswear line up from HUGO BOSS, including ready-to-wear and accessories.

The presentation of his "Gallery Collection" in February 2018 in New York marks Jason Wu’s finale as Artistic Director of BOSS Womenswear. 

HUGO BOSS ASIA ART creates a new art award in Asia, following the HUGO BOSS PRIZE co-founded in 1996 by HUGO BOSS and the Guggenheim Foundation. This groundbreaking biennale award which aims at recognizing the significant achievements in contemporary art in Asia, is conceived and curated by the Rockbund Art Museum that carries a stipend of ¥300,000. Kwan Sheung Chi is the inaugural artist to receive the first biennial award.

Since May 2013 HUGO BOSS has been the official fashion outfitter of the German national soccer team as well as of the German national under-21 soccer team. Off the pitch the athletes showcase classic business looks and laid-back casual outfits.

The BOSS Selection products are merged with the BOSS collection. This move underscores the luxury and premium standards of the core brand and simultaneously enhances the uniqueness and clarity of the global brand image. The tailored suits MADE TO MEASURE are now available under BOSS and mark the luxurious peek of the fashion house’s collections.

In 2012 the first Fashion Show was flanked by an international online and social media campaign that climaxed with a true premiere: the first 3D live stream of a fashion show. Whether in Berlin, Shanghai or New York in future every customer could watch the spectacular shows live and in high quality.

In 2011, HUGO BOSS launches its most luxurious line with BOSS Selection MADE TO MEASURE and the MADE TO MEASURE Service, offering tailored suits for men. Choosing from an array of the finest Italian fabrics and exquisite materials the customer can assemble his very own MADE TO MEASURE suit, along with custom-made shirts and ties.

In 2011 the Group relaunches its online store in Mandarin for the Chinese market.

By awarding a license for bed and bath products HUGO BOSS creates a comprehensive lifestyle. Inspired by the Group's fashions, the Home Collection comprises elegant, modern bedding, bath and beach towels that feature high-quality workmanship.

Children are the focus of the charity work at HUGO BOSS. Flanking its partnership with UNICEF, the company launched a joint project with the children's rights organization "Save the Children" in 2010.

In the Fall/Winter 2010 season, HUGO BOSS premiers a further women's collection - as a complement to the successful BOSS Green men's collection. The line's looks are geared toward trend-conscious, athletic women with an active and modern lifestyle.

Since 2009 iPhone owners have been able to explore the world of HUGO BOSS using a dedicated app – in addition to viewing the more detailed presentation on the corporate website. The company also maintains online channels on the video portal Youtube and the social networking sites Facebook, Twitter and FourSquare.

The year 2009 sees HUGO BOSS awarding a license for children's clothing. Keyed to the positioning of the BOSS core brand, the collection features a versatile wardrobe offering a rich variety of looks for children and teens that are suitable for recreation and more formal occasions.

In February 2009, HUGO BOSS adds a true superlative to the realm of luxury apparel: the BOSS Selection Tailored Line. For the first time ever, full canvas construction is achieved – i.e. every step involved in creating a suit is performed by hand. In 2011 the Tailored line is integrated into the MADE TO MEASURE concept.

HUGO BOSS' online store in Great Britain is launched in September 2008. Today online stores have also opened in Germany, Austria, the Netherlands, France, and the USA. Additional stores around the world are due to follow. 2011 sees the relaunch of the online store in Mandarin for the Chinese market - a milestone in the e-commerce business.

Having supported children’s charities for several years, HUGO BOSS – in conjunction with the children’s aid organization UNICEF – begins building schools in Africa’s poorest countries during 2007. Within the framework of this project, schools in Angola, Malawi, Rwanda, Mozambique, Zimbabwe and South Africa have been opened or renovated and supplied with new teaching materials.

On the evening of October 17, 2007 HUGO BOSS presents its BOSS Spring/Summer 2007 collection at the historic Cunard Building in Manhattan. It is the first time the Group is showing its collection in New York. 

In 2006, the brand portfolio changes and the collections from BALDESSARINI are discontinued. The luxury positioning of BALDESSARINI is now represented by BOSS Selection within the HUGO BOSS brand universe.

For the 2006 summer season a BOSS Orange Womenswear collection – offering the same casual, individualistic and upbeat styles as the existing men's collection – is launched for women.

Shoes and leather goods perfectly complement every look. In January 2004, footwear and leather goods manufacturing is incorporated into the HUGO BOSS Group.

As modern consumers' tastes become more sophisticated, demand for supreme quality and perfect workmanship grows. For a leading brand like BOSS, it is important to satisfy these changing market requirements with innovative solutions – and thereby offer products that completely cover the high-quality menswear segment. To answer this need, the luxury line BOSS Selection is first presented for Fall/Winter 2004.

In 2003 the Group's sports sponsorship activities are extended to sailing. And until end of 2021, the crew of the HUGO BOSS yacht, led by skipper Alex Thomson, has been exclusively outfitted with a specially manufactured sailing collection.

BOSS Golf is repositioned within the HUGO BOSS brand world with a new concept and renamed BOSS Green: Functional materials and BOSS fashion know-how are synthesized in this everyday apparel with a sporting twist. The result is a coherent collection with strong colors and high-impact looks.

The year 2000 sees the first women's collection launched under the BOSS core brand. This collection is aligned alongside the BOSS men's collection in the high-end fashion market. BOSS Womenswear offers the exclusive designs and feminine looks that appeal to modern, successful, and self-confident women with a natural zest. Classic tailoring as a tribute to the roots of the fashion house become more and more relevant within the womenswear collections, emphasizing the precise cut and the sophisticated details of the individual piece.

An international event marks the launch of BOSS Orange in 1999. The casualwear line provides an additional platform for sports- and leisurewear within the HUGO BOSS brand world – flanking the classic and elegant BOSS collection and the younger and more progressive HUGO brand.

The year 1998 is a milestone in HUGO BOSS' company history, marking the launch of its first women's collection – under the HUGO brand. In the meantime women’s collections have also been introduced for the brands BOSS, BOSS Orange and BOSS Green. Many of the HUGO Womenswear pieces become absolute Must-haves.

Tapping its long-term experience in golf sponsorship, HUGO BOSS launches the BOSS Golf Collection in 1997. The collection includes high-quality sportswear that meets golfers' standards both on and away from the course.

The first watch license is granted in 1996 for BOSS. In 2007 a BOSS Orange watch collection was added.

The HUGO BOSS PRIZE is established jointly with the Solomon R. Guggenheim Foundation in 1996. Innovation and creativity are the deciding criteria for the prize, which is awarded by an international jury comprised of museum curators, critics, and collectors every two years until end of 2021. With its stipend of 100,000 USD, the HUGO BOSS PRIZE has since become one of the most important awards in the field of contemporary art. The American artist Matthew Barney is the first recipient of the accolade.

HUGO BOSS begins sponsoring contemporary arts in 1995. The partnership with the Solomon R. Guggenheim Foundation is sealed, creating the foundation for the HUGO BOSS PRIZE which is awarded for the first time in 1996.

The granting of a license for shoes adds a new dimension to HUGO BOSS and its collections. In 2004, production of shoes and leather accessories is integrated into the company and expansion has been ongoing ever since.

HUGO BOSS introduces its tri-brand strategy in 1993. Two new brands, HUGO and BALDESSARINI, are added to augment the core BOSS brand. HUGO's progressive, innovative style and BALDESSARINI's luxurious, sophisticated appeal open the doors to new target groups for HUGO BOSS fashions. In 2006 the collections from BALDESSARINI are discontinued.

In 1989 HUGO BOSS grants a license for eyewear including sunglasses. With their innovative designs and classic elegance, the eyewear collections reflect the individual brands perfectly.

HUGO BOSS enters the field of golf sponsorship in 1985. The former world number one Bernhard Langer becomes the first professional to wear BOSS on the world's fairways and there are many others to come like Phil Mickelson and Martin Kaymer. Today HUGO BOSS continues to expand its golfing activities.

In 1985 essential changes take place regarding the company structure. HUGO BOSS is listed on the German Stock Exchange in Frankfurt.

HUGO BOSS ventures into a new market in 1984 by granting its first fragrance license. Ever since, HUGO BOSS fragrances have numbered among the most successful products in their segment and regularly featured among the top-selling scents.

HUGO BOSS has already begun to hone an international profile when it started sponsoring motorsports during the early 1970s. These activities prove the perfect vehicle for promoting the BOSS brand image and fostering its popularity among a global audience.

The fashion-awareness of men increased in the 1970s and their demands in aesthetics changed distinctly. The BOSS brand – with its high-quality men's collections – was launched in the early 1970s. It is the era of extremely narrow shoulders and two-button, single-breasted blazers. BOSS is registered as a brand in 1977.

In 1960 the first off-the-peg suits for men are produced, laying the foundations for the company's future success. In 1969 Eugen Holy's sons – Jochen and Uwe Holy – take over the company, gradually reshaping it into the international fashion group familiar today.

Following the Second World War manufacturing is progressively expanded under the guidance of Hugo Ferdinand Boss' son-in-law Eugen Holy. The first orders for men's suits are received during the 1950s.
By 1950 the company has 128 employees on its books, a number that continues to rise in the following years.