Hugo Boss

After the end of the First World War, Hugo Ferdinand Boss (1885–1948) took over his parents' clothing retail business in Metzingen, where it still operates, and registered it as a business for manufactured goods in 1922.{{Cite news |author=Landler, Mark |date=April 12, 2005 |title=A Small Town in Germany Fits Hugo Boss Nicely |url=https://www.nytimes.com/2005/04/12/business/worldbusiness/a-small-town-in-germany-fits-hugo-boss-nicely.html |access-date=2023-03-11 |newspaper=The New York Times |page=C00001}} In 1924, he started a factory for the production of workwear along with two partners, Albert and Theodor Bräuchle, as shareholders. The company produced shirts, jackets, work clothing, sportswear, and raincoats. In 1925 and 1926, Hugo Boss, like all Metzingen companies, announced Kurzarbeit for its almost 30 employees. In connection with the global economic crisis following the New York stock market crash of 1929, the company had to reduce its workforce by almost a quarter and file for bankruptcy in 1931. In the same year, Hugo Ferdinand Boss reached an agreement with his creditors, leaving him with six sewing machines to start again.{{Cite book |last=Roman |first=Köster |title=Hugo Boss, 1924–1945: Die Geschichte einer Kleiderfabrik zwischen Weimarer Republik und "Drittem Reich" (in German) |publisher=C. H. Beck |year=2011 |isbn=978-3406619922 |location=Germany |pages=31}}

{{stack|File:Boss 1933 adv.jpg}}

In 1931, Hugo Ferdinand Boss became a member of the Nazi Party, receiving the membership number 508 889, and a sponsoring member ("Förderndes Mitglied") of the Schutzstaffel (SS).{{Cite book |last=Köster |first=Roman |title=Hugo Boss, 1924–1945. Die Geschichte einer Kleiderfabrik zwischen Weimarer Republik und "Drittem Reich" |publisher=C.H. Beck |year=2011 |isbn=978-3-406-61992-2 |location=München |pages=10}} He also joined the German Labour Front in 1936, the Reich Air Protection Association in 1939, and the National Socialist People's Welfare in 1941.{{Cite web |title=Hugo Ferdinand Boss – Biografie |url=https://whoswho.de/bio/hugo-ferdinand-boss.html |access-date=2023-11-27 |website=Who's who}} He was also a member of the Reichskriegerbund and the Reichsbund for physical exercises.{{cite web|url=http://www.metzingen-zwangsarbeit.de/hugo_boss.pdf|title=Hugo Ferdinand Boss (1885–1948) und die Firma Hugo Boss|last=Timm|first=Elisabeth|date=April 12, 2018|language=de|work=Metzingen Zwangsarbeit|access-date=April 12, 2018}} After joining these organizations, he received orders for the production of clothing for the Nazi Party and its organizations, which helped Hugo Ferdinand Boss to stabilize the company again and his sales increased from {{Reichsmark|38,260|link=yes}} ($26,993 U.S. dollars in 1932) to over {{Reichsmark|3,300,000}} in 1941. Though he claimed in a 1934–35 advertisement that he had been a "supplier for National Socialist uniforms since 1924", it is probable that he did not begin to supply them until 1928 at the earliest, but was one of the first to produce brown shirts, copies of the "Lettow shirts" introduced to the SA by Gerhard Roßbach in 1924 rather by chance.{{Cite book |last=Höhne |first=Heinz |title=Der Orden unter dem Totenkopf: Die Geschichte der SS |publisher=Bertelsmann Verlag |year=1976 |isbn=978-3-570-05019-4 |language=de}} The factory was "one of numerous smaller manufacturing companies involved in uniform production".

Hugo Boss was not involved in the design of the uniform.{{Cite web |last=Obermaier |first=Frederik |date=2011-09-23 |title=Mode mit brauner Vergangenheit |url=https://www.sueddeutsche.de/wirtschaft/nazi-vergangenheit-von-hugo-boss-braune-hemden-1.1146339 |access-date=2023-11-27 |website=Süddeutsche |language=de}}{{Cite book |last=Köster |first=Roman |title=Hugo Boss, 1924–1945. Die Geschichte einer Kleiderfabrik zwischen Weimarer Republik und "Drittem Reich" |publisher=C. H. Beck |year=2011 |isbn=978-3-406-61992-2 |location=München |pages=41 |language=de}} 1924 is also the year the company became a Reichszeugmeisterei-licensed supplier of uniforms to the Sturmabteilung (SA), Schutzstaffel (SS), Wehrmacht, Hitler Youth, National Socialist Motor Corps, and other party organizations.{{cite news |last1=Obermaier |first1=Frederik |date=September 23, 2011 |title=Hugo Boss in der NS-Zeit – Mode mit brauner Vergangenheit |url=http://www.sueddeutsche.de/wirtschaft/nazi-vergangenheit-von-hugo-boss-braune-hemden-1.1146339 |access-date=April 12, 2018 |work=Süddeutsche Zeitung |publisher= |language=de}}

By the third quarter of 1932, the all-black SS uniform was designed by SS members Karl Diebitsch (artist) and Walter Heck (graphic designer). The Hugo Boss company was one of the companies that produced these black uniforms for the SS. By 1938, the firm was focused on producing Wehrmacht uniforms and later also uniforms for the Waffen-SS.{{Cite web |last=Köster |first=Roman |title=Hugo Boss, 1924–1945. A Clothing Factory During the Weimar Republic and Third Reich |url=http://group.hugoboss.com/files/Study_on_the_Companys_History_Abridged_Verson_en_final.pdf |url-status=dead |archive-url=https://web.archive.org/web/20111108165733/http://group.hugoboss.com/files/Study_on_the_Companys_History_Abridged_Verson_en_final.pdf |archive-date=November 8, 2011 |website=Hugo Boss}}

During the Second World War, besides its 300 employees, Hugo Boss employed 140 forced laborers, the majority of them women from the Soviet Union and Poland. In addition to these workers, 40 French prisoners of war also worked for the company briefly between October 1940 – April 1941.{{Cite web |date=2011-11-22 |title=Hugo Boss im Dritten Reich: Verstrickt, aber nicht "Hitlers Schneider" |url=https://www.welt.de/print/die_welt/wirtschaft/article13621080/Hugo-Boss-im-Dritten-Reich-Verstrickt-aber-nicht-Hitlers-Schneider.html |access-date=2023-11-27 |website=Die Welt |language=de}}{{Cite web |last=Köster Roman |first=Heise Katrin |title=Historiker: Hugo Boss hat nachweislich vom Nationalsozialismus profitiert |url=https://www.deutschlandfunkkultur.de/historiker-hugo-boss-hat-nachweislich-vom-100.html |access-date=2023-11-27 |website=Deutschlandfunk Kultur |language=de}} According to German historian Henning Kober, the company managers were fervent Nazis who were all great admirers of Adolf Hitler. In 1945, Hugo Ferdinand Boss had a photograph in his apartment of him with Hitler, taken at Berghof, Hitler's Obersalzberg retreat.{{cite web|last=Kober|first=Henning|title=Über den Umgang mit Zwangsarbeiterinnen bei Boss|language=de|date=July 29, 2001|work=Metzinger Zwangsarbeit|url=http://www.metzingen-zwangsarbeit.de/Zwangsarbeit_in_Metzingen.doc|access-date=January 1, 2011}}

Because of his early Nazi Party membership, his financial support of the SS, and the uniforms delivered to the Nazi party, Hugo Ferdinand Boss was considered both an "activist" and a "supporter and beneficiary of National Socialism".{{Cite book |last=Köster |first=Roman |title=Hugo Boss, 1924–1945. Die Geschichte einer Kleiderfabrik zwischen Weimarer Republik und "Drittem Reich" |publisher=C.H. Beck |year=2011 |isbn=978-3-406-61992-2 |location=München |pages=96–99}} In a 1946 judgment, he was stripped of his voting rights, his capacity to run a business, and fined "a very heavy penalty" of {{Reichsmark|100,000|link=yes}} ($70,553 U.S.) (£54,008 stg), which was later decreased to {{Reichsmark|25,000|link=yes}}. However, Hugo Ferdinand Boss appealed, and he was eventually classified as a "follower", a lesser category, which meant that he was not regarded as an active promoter of National Socialism.

In June 2000, Hugo Boss joined the Foundation Initiative of German Business for the Compensation of Forced Laborers and contributed financially to the fund. An initial study commissioned by the company at the end of the 1990s on the situation in the Third Reich was not published by the company. The author, Elisabeth Timm, later published it on the internet herself. Later, the economic historian Roman Köster conducted an independent study, which was also financed by the company and published by C. H. Beck in 2011. In the same year, the company issued a statement of "profound regret to those who suffered harm or hardship at the factory run by Hugo Boss under National Socialist rule".{{Cite web |last=Lipmann |first=Jennifer |date=2011-09-22 |title=Hugo Boss: 'regret' for Holocaust record |url=https://www.thejc.com/news/world/hugo-boss-regret-for-holocaust-record-fjdasz13 |access-date=2023-11-27 |website=The Jewish Chronicle}}

Hugo Ferdinand Boss died in 1948, but his business survived. His son Siegfried Boss and his son-in-law Eugen Holy took over ownership and management of the company. Production initially focused on uniforms for the French army and the French Red Cross, then on uniforms for the post office, railroads and police.{{Cite book |last=Köster |first=Roman |title=Hugo Boss, 1924–1945. Die Geschichte einer Kleiderfabrik zwischen Weimarer Republik und "Drittem Reich" |publisher=C.H. Beck |year=2011 |isbn=978-3-406-61992-2 |location=München |pages=101}} In 1950, the company received its first order for men's suits, resulting in an expansion to 150 employees by the end of the year. Hugo Boss men's suits first appeared on the market in 1953.{{Cite web |title=Hugo Boss |url=https://www.brandslex.de/markenlexikon/cover/h/markenlexikon-hugo-boss |access-date=2023-11-27 |website=Brandslex}}

By 1960, the company was producing ready-made suits. In 1967, Eugen retired, leaving the company to his sons Jochen and Uwe, who began international development.{{Cite news |last1=Alexander |first1=Charles P. |last2=Mondi |first2=Lawrence| last3=Wolf |first3=Uwe |date=1984-10-09 |title=A Boss Look for the Boardroom |volume=11 |work=Times Magazine}}{{Cite news |date=2019-03-14 |title=Mekka Metzingen |work=Textilwirtschaft |language=de |volume=11/2019}} In 1970, the first Boss branded suits were produced and in 1972, the Holy brothers opened the first factory outlet in a nearby warehouse, which later became the Outletcity Metzingen.{{Cite web |last=Bogen |first=Uwe |date=2022-10-21 |title=50 Jahre Outlet City Metzingen: "La Dolce Vita" bei Promi-Party in harter Zeit |url=https://www.stuttgarter-nachrichten.de/inhalt.50-jahre-outlet-city-metzingen-la-dolce-vita-bei-promi-party-in-harter-zeit.fbfe4cef-1a5b-4d7f-9427-8e68b489a49e.html |access-date=2023-11-27 |website=Stuttgarter Nachrichten |language=de}} In 1975, the Austrian designer Werner Baldessarini was hired and eventually became head designer.{{Cite news |last=Angelopoulou |first=Alexia |date=2006-08-26 |title=Stilsicherer Überzeugungstäter. |volume=198 |pages=14 |work=Frankfurter Allgemeine Zeitung}} The Boss brand was registered as a trademark in 1977.{{Cite web |title=Hugo Boss Group: Geschichte |url=https://group.hugoboss.com/de/unternehmen/geschichte |access-date=2023-11-27 |website=Hugo Boss Group}} This was followed by the start of the company's long association with motorsport, sponsoring Formula One teams.{{Cite web |last=Zengler |first=André |date=2010-05-18 |title=McLaren und Hugo Boss gehen ins 30. Jahr |url=https://www.speedweek.com/formel1/news/12228/McLaren-und-HUGO-BOSS-gehen-ins-30-Jahr.html |access-date=2023-11-27 |website=Speedweek |language=de}}

In 1984, the first Boss branded fragrance appeared. This helped the company gain the required growth for listing on the Frankfurt Stock Exchange the following year.{{Cite web |last=Rathenow |first=Solveig |date=2021-03-11 |title=Sportkleidung statt Anzug: Die angeschlagene Modemarke Hugo Boss macht Verluste in Millionenhöhe |url=https://www.businessinsider.de/wirtschaft/handel/sportkleidung-statt-anzug-wie-die-angeschlagene-modemarke-hugo-boss-die-corona-krise-ueberleben-will-a/ |access-date=2023-11-27 |website=Business Insider |language=de-DE}} The brand began a golf sponsorship for Bernhard Langer in 1986 and tennis for the Davis Cup in 1987. In 1989, Boss launched its first licensed sunglasses. Later that year, the company was bought by a Japanese group.{{cite book | title=Luxury Brand Management | publisher=John Wiley & Sons | author=Chevalier, Michel | year=2012 | location=Singapore | isbn=978-1118171769}}

After the Marzotto textile group acquired a 77.5% stake for $165,000,000 in 1991,{{cite news |date=November 2, 1991 |title=Marzotto S.p.A. |newspaper=The New York Times |url=https://www.nytimes.com/1991/11/02/business/company-news-marzotto-spa.html?src=pm |access-date=January 1, 2011}} the Hugo, Boss and Baldessarini brands were introduced in 1993. In the same year, the Holy-brothers left the company and Peter Littmann became the new Chairman of the Management Board.{{Cite news |last=Dorfs |first=Joachim |date=1993-03-01 |title="Ab heute herrscht Wettbewerb zu den Holys" – Gespräch mit Vorstandschef Dr. Peter Littmann. Die Trennung des Herrenmodeherstellers von den Brüdern wird komplett vollzogen. |work=Handelsblatt |language=de}}

In 1995, the company launched its footwear range, the first in a now fully developed leather products range, across all sub-brands. A partnership with the Solomon R. Guggenheim Foundation was launched in 1995, resulting in the Hugo Boss Prize.{{Cite web|url=https://www.guggenheim.org/hugo-boss-prize/time-line|title=Timeline of the Hugo Boss Prize|date=2015-12-08|website=Guggenheim|language=en-US|access-date=2019-12-02}} In 1997, Littmann left the company after differences of opinion with the Marzotto Group and Baldessarini was appointed CEO in 1998.

Women's fashion (Hugo Womenswear) was first introduced in 1998, with the first women's fragrance (Hugo Woman) appearing at the same time.{{Cite news |date=1998-02-02 |title=Hugo soll jetzt damenhaft den Markt erobern. |work=Handelsblatt |pages=17 |language=de |volume=22}}{{Cite news |date=1997-04-10 |title=Boss: Hugo für die Damen |work=Textilwirtschaft |language=de}} Since then, multiple fragrances and skincare ranges have been launched. In January 1999, Hugo Boss launched its first website.{{Cite news |date=1999-01-28 |title=Hugo Boss ist online |work=Textilwirtschaft |pages=290 |language=de |volume=4}} Also in 1999, the Boss Orange brand was launched as a separate line for casual wear, followed by Boss Selection (2004) and Boss Green, which emerged from Boss Golf in 2004.{{Cite news |last=Schreier |first=Gabi |date=2008-06-12 |title=Selbst gestrickte Werbung: Der Modekonzern Hugo Boss nimmt die Markenführung selbst in die Hand. |work=Werben & Verkaufen |pages=24 |language=de |volume=24}} 2000 saw the launch of Boss Woman, a product line initially managed by German fashion designer Grit Seymour in Milan,{{Cite news |date=2012 |title=Hugo Boss AG |volume=128 |pages=264–269 |work=International Directory of Company Histories |publisher=St. James Press |location=Detroit}} which has since also been presented at Berlin Fashion Week and New York Fashion Week.{{Cite news |last=Werner |first=Michael |date=2007-07-17 |title=Big Bang in Berlin |work=Textilwirtschaft |language=de}}{{Cite news |last=Kusserow |first=Alexandra |date=2014-02-13 |title=Jason Wow! |work=Stylebook}}{{Cite web |last=Dingwall |first=Kate |date=2016-11-21 |title=Hugo Boss opts out of New York Fashion Week |url=https://ww.fashionnetwork.com/news/hugo-boss-opts-out-of-new-york-fashion-week,755815.html |website=Fashion Network}} In 2002, the company was repositioned with a design team at the Metzingen site.{{Cite news |last1=Borghardt |first1=Liane |last2=Bilen |first2=Stefanie |last3=Mönnighoff |first3=Patrick |date=2006-03-01 |title=Ware Schönheit. Beauty Business Nicht nur schön. |work=Junge Karriere |pages=16 |language=de}}{{Cite news |last=Schipp |first=Anke |date=2005-02-07 |title=Modezaren: Vom Verschwinden der Stardesigner |language=de |work=Frankfurter Allgemeine Zeitung |url=https://www.faz.net/aktuell/stil/mode-design/mode/modezaren-vom-verschwinden-der-stardesigner-1208328.html |access-date=2023-11-27 |issn=0174-4909}} The Baldessarini brand was sold to Werner Baldessarini in 2006 and replaced in the Boss range by the Boss Selection collection.{{Cite news |date=1993-08-20 |title=Boss setzt auf Drei. Hugo, die Modische, Boss, die Klassische, und Baldessarini, die Edle, sind die drei neuen Marken, die die Hugo Boss AG unter der Dachmarke Hugo Boss ab 1994 ins Markt-Rennen schickt. |work=Werben & Verkaufen |language=de}}{{Cite news |date=2006-10-10 |title=ABC eines Preisträgers |work=Absatzwirtschaft |language=de |volume=(Sonderausgabe Marketing für die Zukunft)}}{{Cite news |last=Polte |first=Peter Paul |date=2004-04-08 |title=Boss Woman ist aus dem Schneider |work=Textilwirtschaft |pages=6 |language=de |volume=15}} Boss Selection was expanded in 2009 to include Boss Selection Tailored Line, but was integrated into the core Boss brand in mid-2012.{{Cite web |last=Probe |first=Anja |date=2009-03-10 |title=Unternehmen: Boss Selection bringt Tailored Line auf den Markt |url=https://www.textilwirtschaft.de/business/news/Boss-Selection-bringt-Tailored-Line-auf-den-Markt-54928 |access-date=2023-11-27 |website=Textilwirtschaft |language=de}}{{Cite web |last= |first= |date=2012-07-12 |title=Modekonzern strafft Markenstruktur und stärkt seine Kernmarke |url=https://www.morgenpost.de/newsticker/finanzen_nt/Standardwerte_nt/article108272230/Modekonzern-strafft-Markenstruktur-und-staerkt-seine-Kernmarke.html |access-date=2023-11-27 |website=Berliner Morgenpost |language=de-DE}}

File:Hugo Boss Store, Edward Street, Brisbane City.jpg, Australia]]

In 2002, Baldessarini left the company and Bruno Sälzer took over the position of CEO.{{Cite news |date=2002-05-29 |title=Personalie: Stabwechsel bei Boss. |work=Börsen-Zeitung |pages=13 |volume=101}} Under his leadership, Hugo Boss was transformed into a lifestyle group, the women's line was repositioned, and international expansion was driven forward, particularly in the Asian markets.{{Cite news |date=2008-08-01 |title=Steine auf dem Weg in die Weltliga. |work=Südwest Presse |pages=3 |language=de}} In 2005, Marzotto spun off its fashion brands into the Valentino Fashion Group.{{Cite news |date=2015-02-11 |title=Marzotto wird wieder Boss-Großaktionär. |work=Börsen-Zeitung |pages=9 |language=de |volume=28}} In 2007, Valentino was acquired by financial investor Permira for {{Euro|3.5 billion}}, which subsequently exerted a significant influence on the Hugo Boss company.{{Cite news |last=Noé |first=Martin |date=2009-11-02 |title=Boss in Not |url=https://www.manager-magazin.de/unternehmen/artikel/a-658728.html |work=Manager Magazin |language=de}} Sälzer left the company in February 2008.{{Cite news |last=Hesse |first=Martin |date=2010-05-11 |title=Permira boxt Dividende durch |url=https://www.sueddeutsche.de/wirtschaft/hugo-boss-permira-boxt-dividende-durch-1.292421 |work=Süddeutsche Zeitung |language=de}} In mid-2008, Permira appointed Claus-Dietrich Lahrs as CEO of Hugo Boss.{{Cite news |last=Dunzendorfer |first=Martin |date=2023-03-30 |title=In Hugo Boss sind Erfolge eingepreist |url=https://www.boersen-zeitung.de/kapitalmaerkte/in-hugo-boss-sind-erfolge-eingepreist |work=Börsen-Zeitung |language=de}} Shortly afterward, the company launched an online shop in the UK, followed by other countries.{{Cite news |date=2008-09-26 |title=Hugo Boss richtet Online Store ein |work=Reutlinger General Anzeiger |language=de}}

In 2009, the Boss brand was by far the largest segment, consisting of 68% of all sales. The remainder of sales were made up by Boss Orange at 17%, Boss Selection at 3%, Boss Green at 3% and Hugo at 9%.{{cite web|title=Results of Operations in Fiscal Year 2009|url=http://annualreport.hugoboss.com/en/facts/results-of-operations-in-fiscal-year-2009.html|publisher=Hugo Boss AG|access-date=February 13, 2011|url-status=dead|archive-url=https://web.archive.org/web/20100902164539/http://annualreport.hugoboss.com/en/facts/results-of-operations-in-fiscal-year-2009.html|archive-date=September 2, 2010|df=mdy-all}} Also in 2009, Hugo Boss was carved out of the Valentino Fashion Group; from then on, the Hugo Boss stake was held by Permira via its Red & Black Holding. Since a share placement on the stock exchange in November 2011, Permira has held around 66% of the total share capital and 89% of the voting rights in Hugo Boss.{{Cite web |last= |first= |date=2011-11-14 |title=Finanzinvestor: Permira verkauft Boss-Aktien |url=https://www.stuttgarter-zeitung.de/inhalt.finanzinvestor-permira-verkauft-boss-aktien.36b8f200-47a1-47e4-9a02-68e061838196.html |access-date=2023-11-27 |website=Stuttgarter Zeitung |language=de}} In 2010, the company had sales of $2,345,850,000 and a net profit of $262,183,000, with royalties of 42% of total net profit. Hugo Boss then had at least 6,102 points of sale in 124 countries. Hugo Boss AG directly owned over 364 shops, 537 mono-brand shops, and over 1,000 franchisee-owned shops.

In June 2013, designer Jason Wu was hired as artistic director of the Boss womenswear collection.{{Cite news |date=2013-11-27 |title=Hugo Boss baut mehr Läden für Asiaten. |work=Frankfurter Allgemeine Zeitung |pages=13 |language=de |volume=276}}{{Cite web |date=2013-06-10 |title=Jason Wu wird Artistic Director für Boss Womenswear |url=http://www.vogue.de/mode/mode-news/designer-jason-wu-wird-artistic-director-fuer-boss-womenswear |archive-url=https://web.archive.org/web/20150414185603/http://www.vogue.de/mode/mode-news/designer-jason-wu-wird-artistic-director-fuer-boss-womenswear |archive-date=2015-04-14 |access-date=2023-11-27 |publisher=Vogue}}{{Cite web |date=2016-06-29 |title=Hugo Boss' Jason Wu breaks the rules and goes from success to success |url=https://www.afr.com/life-and-luxury/arts-and-culture/hugo-boss-jason-wu-breaks-the-rules-and-goes-from-success-to-success-20160418-go90wu |access-date=2023-11-27 |website=Australian Financial Review |language=en}}{{Cite magazine |last=Whitney |first=Christine |date=2015-05-20 |title=How Jason Wu Became Hugo Boss's New Leading Man |url=https://www.harpersbazaar.com/fashion/designers/a10937/jason-wu-hugo-boss-0615/ |access-date=2023-11-27 |magazine=Harper's Bazaar |language=en-US}} The collaboration ended in 2018.{{Cite news |last=Nowicki |first=Jorg |date=2018-12-20 |title=Die Köpfe des Jahres. |work=Textilwirtschaft |pages=38–40 |language=de}} In March 2015, Permira announced plans to sell the remaining shares of 12%.{{Cite news |date=2015-03-16 |title=Finanzinvestor: Permira steigt bei Hugo Boss aus |language=de |work=Frankfurter Allgemeine Zeitung |url=https://www.faz.net/aktuell/wirtschaft/unternehmen/finanzinvestor-permira-steigt-bei-hugo-boss-aus-13487227.html |access-date=2023-11-27 |issn=0174-4909}} Since the exit of Permira, 91% of the shares have been floating on the Frankfurt Stock Exchange, and the residual 2% have been held by the company. 15% of the shares are owned by the Marzotto family.{{Cite web |last= |first= |date=2020-02-16 |title=Mehr Anteile an Hugo Boss |url=https://www.sueddeutsche.de/wirtschaft/marzotto-mehr-anteile-an-hugo-boss-1.4800130 |access-date=2023-11-27 |website=Süddeutsche Zeitung |language=de}}

Lahrs left the Group in 2016 and the former CFO Mark Langer was appointed as the new CEO in mid-May. In the same year, Coty took over the perfume licenses for Hugo Boss from Procter & Gamble. A realignment took place shortly afterwards. As a result, the Boss Orange and Boss Green lines were discontinued, and only the Boss and Hugo brands remained active. Furthermore, the company's own global prices were adjusted, while unprofitable stores were closed, existing ones modernized and the e-commerce business was expanded.{{Cite web |last=Brück |first=Mario |date=2016-11-16 |title=Hugo Boss: Boss-Anzüge werden in Deutschland teurer |url=https://www.wiwo.de/unternehmen/mittelstand/hugo-boss-boss-anzuege-werden-in-deutschland-teurer/14849638.html |access-date=2023-11-27 |website=Wirtschaftswoche |language=de}}{{Cite web |date=2018-03-18 |title=Hugo Boss stattet jetzt die Formel E aus: Was steckt dahinter? |url=https://www.welt.de/iconist/maenner/article174613129/Hugo-Boss-stattet-jetzt-die-Formel-E-aus-Was-steckt-dahinter.html |access-date=2023-11-27 |website=Die Welt |language=de}} In 2017, Hugo Boss was also included in the Dow Jones Sustainability Index for the first time. In the same year, the sales of Hugo Boss climbed by 7% during the final quarter of the year.{{Cite news |last=Felstedt |first=Andrea |date=2018-01-16 |title=The Boss Is Back |language=en |work=Bloomberg.com |url=https://www.bloomberg.com/news/articles/2018-01-16/that-hugo-boss-suit-is-starting-to-look-less-crumpled |access-date=2018-01-25}} In 2020, Mike Ashley's British Frasers Group acquired a stake of around 5% in Hugo Boss.{{Cite web |last=Hughes |first=Huw |date=2020-06-15 |title=Britischer Einzelhändler Frasers Group steigt bei Hugo Boss ein |url=https://fashionunited.de/nachrichten/business/britischer-einzelhaendler-frasers-group-steigt-bei-hugo-boss-ein/2020061535962 |access-date=2023-11-27 |website=FashionUnited |language=de}} This stake was reduced to 2.63% by February 2023, but Ashley has access to a further 24.69% via financial instruments.{{Cite web |title=Release according to Article 40, Section 1 of the WpHG [the German Securities Trading Act] with the objective of Europe-wide distribution |url=https://www.eqs-news.com/de/news/pvr/hugo-boss-ag-release-according-to-article-40-section-1-of-the-wphg-the-german-securities-trading-act-with-the-objective-of-europe-wide-distribution/1758397 |access-date=2023-11-27 |website=EQS News}}

In June 2021, Daniel Grieder took over as CEO of Hugo Boss. Under his direction, the growth strategy Claim 5 was introduced, with the objective of improving the consumer journey and product offerings, increasing relevance, and driving growth across all geographical regions. This strategy is intended to ensure the sustainable growth of the company.{{Cite web |last=Shearsmith |first=Tom |date=2021-08-04 |title=Hugo Boss presents new growth strategy to double sales to €4 billion by 2025 |url=https://www.theindustry.fashion/hugo-boss-presents-new-growth-strategy-to-double-sales-to-e4-billion-by-2025/ |access-date=2024-03-11 |website=The Industry Fashion |language=en-GB}}{{Cite news |last=Scherbaum |first=Christoph |date=2023-03-17 |title=Hugo Boss: Schwäbische Eleganz |language=de |work=Frankfurter Allgemeine Zeitung |url=https://www.faz.net/aktuell/wirtschaft/hugo-boss-schwaebische-eleganz-18755313.html |access-date=2023-11-27 |issn=0174-4909}}{{Cite news |date=2023-08-02 |title=Modehändler mit Wachstum: Hugo Boss spürt wenig von der Konsumzurückhaltung |language=de |work=Frankfurter Allgemeine Zeitung |url=https://www.faz.net/aktuell/wirtschaft/unternehmen/modehaendler-mit-wachstum-hugo-boss-spuert-wenig-von-der-konsumzurueckhaltung-19076476.html |access-date=2023-11-27 |issn=0174-4909}}

In the same year, Daniel Grieder set the goal of achieving a revenue of 4 billion euros by 2025. As this revenue target was reached two years earlier, Hugo Boss increased the revenue target for 2025 to 5 billion euros in June 2023.{{Cite web |last=Bayer |first=Tobias |date=2023-06-15 |title=Kapitalmarkttag: Hugo Boss hebt Umsatzziel auf 5 Mrd. Euro an |url=https://www.textilwirtschaft.de/business/news/kapitalmarkttag-hugo-boss-hebt-umsatzziel-auf-5-mrd.-euro-an-240680 |access-date=2024-03-11 |website=Textilwirtschaft |language=de}}

In 2022, Marco Falcioni was appointed Creative Director.{{Cite web |last=Gräfe |first=Daniel |date=2023-10-25 |title=Kreativchef Marco Falcioni: Der Mann, der Hugo Boss wieder hip machte |url=https://www.stuttgarter-zeitung.de/inhalt.kreativchef-marco-falcioni-der-mann-der-hugo-boss-wieder-hip-machte.caff8bd0-4272-45ce-8bc4-50b35058c31d.html |access-date=2024-04-03 |website=Stuttgarter Zeitung |language=de}} The same year, Hugo Boss invested in the start-up Heiq Aeoniq LLC, which is developing the cellulose fabric Heiq Aeoniq. In 2023, the fiber was first used in the company's textiles.{{Cite web |last=Gropler |first=Melanie |title=Nach der 5 Millionen-Investition: Boss weitet Einsatz von nachhaltigerem Gewebe auf Mode aus |url=https://www.textilwirtschaft.de/business/news/nach-5-millionen-dollar-investition-boss-weitet-einsatz-von-nachhaltigerem-gewebe-auf-mode-aus-241810 |access-date=2023-11-27 |website=Textilwirtschaft |language=de}}

In order to meet increased demands, the Group invested 100 million euros in a new distribution building at the Bonlanden-Filderstadt site near Stuttgart in the same year. The investments were in digitalization and automation, and robotics applications.{{Cite web |last=Dörpmund |first=Tim |date=2023-10-26 |title=Ausbau des Logistikzentrums: Hugo Boss investiert 100 Mio. Euro in Filderstadt |url=https://www.textilwirtschaft.de/business/news/ausbau-des-logistikzentrums-hugo-boss-investiert-100-mio.-euro-in-filderstadt-242350 |access-date=2023-11-27 |website=Textilwirtschaft |language=de}}{{Cite web |last=Gräfe |first=Daniel |date=2023-10-26 |title=Ausbau des Logistikzentrums: Hugo Boss will in Filderstadt bis zu 300 Jobs schaffen |url=https://www.stuttgarter-nachrichten.de/inhalt.ausbau-des-logistikzentrums-hugo-boss-will-in-filderstadt-bis-zu-350-jobs-schaffen.dabbed68-d058-4948-b408-538b3547ee9a.html |access-date=2023-11-27 |website=Stuttgarter Nachrichten |language=de}}

In June 2023, Hugo Boss opened the Hugo Boss Digital Campus in Gondomar, Portugal.{{Cite web |last=Knieps |first=Stephan |date=2023-06-15 |title=Hugo Boss mit Rekordzahlen: Der Trick hinter Hugo Boss' neuem Höhenflug |url=https://www.wiwo.de/unternehmen/handel/hugo-boss-mit-rekordzahlen-der-trick-hinter-hugo-boss-neuem-hoehenflug/29207746.html |access-date=2023-11-27 |website=Wirtschaftswoche |language=de}}

In December 2024, the Frasers Group increased its stake of directly held shares in the company to 19.25%, after already announcing in a mandatory filing in August that it had raised its share to more than 15%.{{Cite web |last= |date=2024-08-23 |title=Frasers und Hugo Boss: Britischer Modehändler kündigt neuen Anteilserwerb an |url=https://www.manager-magazin.de/unternehmen/handel/frasers-und-hugo-boss-britischer-modehaendler-kuendigt-neuen-anteilserwerb-an-a-b7796964-dffb-4ce2-9337-2ec8e7d03e15 |access-date=2025-02-14 |website=Manager Magazin |language=de}}

File:Boss Bottled.jpg

Since 2017, Hugo Boss has pursued a two-brand strategy, with the core brand Boss (stylized as BOSS) for upscale business and leisure wear and Hugo (stylized as HUGO) for a young target group.{{Cite news |last=Weishaupt |first=Gerog |date=2017-11-02 |title=Modebranche: Hugo Boss setzt auf eigene Läden. |work=Handelsblatt |language=de}}{{Cite news |last=Knieps |first=Stephan |date=2022-11-07 |title=Wie Daniel Grieder bei Hugo Boss die Wende schafft. |work=Wirtschaftswoche |language=de}} The company has additional licensing agreements with Coty, C.W.F., Movado and Safilo for product collaborations.{{cite web|title=Safilo Group S.p.A/|url=http://www.safilo.com/en/2-boss.php|access-date=February 13, 2011|url-status=dead|archive-url=https://web.archive.org/web/20110715223411/http://www.safilo.com/en/2-boss.php|archive-date=July 15, 2011|df=mdy-all}}{{cite web|title=Movado Group Inc.|url=http://www.movadogroup.com/brands/hugoboss.cfm|access-date=February 13, 2011|archive-date=August 14, 2011|archive-url=https://web.archive.org/web/20110814134808/http://www.movadogroup.com/brands/hugoboss.cfm|url-status=dead}}{{Cite web |last=Schroder |first=Jan |date=2022-12-20 |title=Hugo Boss und Coty verlängern Parfüm-Lizenzpartnerschaft |url=https://fashionunited.de/nachrichten/business/hugo-boss-und-coty-verlaengern-parfuem-lizenzpartnerschaft/2022122049576 |access-date=2023-11-27 |website=FashionUnited |language=de}}{{Cite web |last=Schroder |first=Jan |date=2022-07-19 |title=Hugo Boss: CWF erhält Kindermode-Lizenz für die Marke Hugo |url=https://fashionunited.de/nachrichten/business/hugo-boss-cwf-erhaelt-kindermode-lizenz-fuer-die-marke-hugo/2022071947477 |access-date=2023-11-27 |website=FashionUnited |language=de}}

Hugo Boss is active in the following segments:

• Boss: The core brand Boss and its sub-brands Boss Black, Boss Orange, Boss Green and Boss Camel offer business clothing and leisurewear ranging from classic to fashionable and casual-sporty. The brand offers women's and men's clothing and is aimed at an older target group (millennials).{{Cite web |last=Knieps |first=Stephan |date=2023-04-21 |title=Hugo-Boss-Chef Daniel Grieder: "Mit unserem Anzug kann man sogar Rad fahren" |url=https://www.wiwo.de/my/unternehmen/handel/hugo-boss-chef-daniel-grieder-mit-unserem-anzug-kann-man-sogar-rad-fahren/29103868.html |access-date=2023-11-27 |website=Wirtschaftswoche |language=de}}{{Cite news |last=Schmale |first=Oliver |date=2023-08-26 |title=Daniel Grieder krempelt Hugo Boss um |language=de |work=Frankfurter Allgemeine Zeitung |url=https://www.faz.net/aktuell/wirtschaft/unternehmen/daniel-grieder-krempelt-hugo-boss-um-19127495.html |access-date=2023-11-27 |issn=0174-4909}} In 2022, Boss Womenswear accounted for 10% of the company's total sales.{{Cite web |date=2022 |title=Geschäftsbericht 2022 |url=https://group.hugoboss.com/fileadmin/media/hbnews/user_upload/Investor_Relations/Finanzberichte/2022/HUGO_BOSS_Geschaeftsbericht_2022.pdf |website=Hugo Boss Group}}
• Hugo: The Hugo brand began producing fashion for men in 1993, followed by fashion for women (Hugo Womenswear) in 1998. The brand is now aimed at Generation Z across both genders. In February 2024, Hugo Boss introduced another brand line called Hugo Blue with clothing made from denim and other fabrics.{{Cite web |last=Burney |first=Chloe |date=2023-05-09 |title=Hugo Boss launches denim sub-brand Hugo Blue |url=https://www.theindustry.fashion/hugo-boss-launches-denim-sub-brand-hugo-blue/ |access-date=2024-03-11 |website=The Industry Fashion |language=en-GB}}{{Cite web |last=Palmieri |first=Jean E. |date=2023-05-08 |title=Hugo Boss to Launch Denim-skewed Collection Called Hugo Blue |url=https://wwd.com/fashion-news/fashion-scoops/hugo-boss-denim-collection-hugo-blue-1235645627/ |access-date=2024-03-11 |website=Women's Wear Daily |language=en-US}}
• Children's clothing: Collections for children have been available since 2008, initially under the Boss Orange brand. In 2009, the license for children's clothing was awarded to C.W.F. Children Worldwide Fashion SAS.{{Cite news |date=2007-12-06 |title=In Kürze – Hugo Boss. |work=Textilwirtschaft |language=de}}{{Cite news |last=Metzner |first=Martina |date=2009-07-23 |title=Cleane Couture für den kleinen Boss. |work=Textilwirtschaft |pages=61 |language=de |volume=30}} Children's clothing was initially produced exclusively under the Boss brand; since 2022 also under the Hugo brand.{{Cite web |last=Dörpmund |first=Tim |date=2022-01-07 |title=Hugo Boss erweitert Lizenzabkommen für Kindermode |url=https://www.textilwirtschaft.de/business/news/erweiterung-des-lizenzabkommens-mit-der-cwf-group-hugo-will-die-teenager-236663 |access-date=2023-11-27 |website=Textilwirtschaft |language=de}}
• Shoes: Hugo Boss has been producing shoes since 1995. Initially, MH Shoes & Accessories was a licensee, but since 2004 the Group has been producing the shoes in-house under their Boss and Hugo brands.{{Cite web |title=Hugo Boss fertigt Schuhe und Leder zukünftig selbst |url=https://www.horizont.net/marketing/nachrichten/-Hugo-Boss-fertigt-Schuhe-und-Leder-zukuenftig-selbst-48204 |access-date=2023-11-27 |website=Horizont |language=de}}
• Fragrances: Perfumes, creams, deodorants and shower gels for men and women are offered under the names Boss and Hugo. The first Boss perfume, the men's fragrance Hugo Boss, which was renamed Boss Number One in 1998, is still continued.{{Cite news |date=1986-12-12 |title=Hugo Boss: Von Socken bis Parfuems. |work=Wirtschaftswoche |pages=52 |language=de |volume=51}}
• Eyewear and watches: The company has been producing eyewear under license since 1989 and watches since 1996.{{Cite book |last1=Hake |first1=Bernd |title=Changing the Model − Hugo Boss wandelt sich vom statischen Wholesale-Unternehmen zum dynamischen Retailer. |last2=Hüsgen |first2=Kathrin |publisher=Springer Gabler |year=2013 |isbn=978-3-8349-4554-9 |editor-last=Riekhof |editor-first=Hans-Christian |edition=3 |location=Wiesbaden |pages=358 |language=de}}
• Home textiles: In 2011, the Boss Home collection of bed linen, towelling and other home textiles was also produced under license, presented at a trade fair and subsequently marketed.{{Cite news |title=Kuscheln mit Hugo und Bruno. |work=Handelsjournal |language=de |volume=10/2011}}
• Riding apparel: Since August 2023, Hugo Boss has had riding apparel produced by Bold Equestrian Ltd. under the Boss Equestrian brand.{{Cite web |last=Spötter |first=Ole |date=2023-08-31 |title=Hugo Boss schwingt sich in den Sattel und startet Reitbekleidungslinie |url=https://fashionunited.de/nachrichten/mode/hugo-boss-schwingt-sich-in-den-sattel-und-startet-reitbekleidungslinie/2023083152871 |access-date=2023-11-27 |website=FashionUnited |language=de}}
• Writing instruments: Hugo Boss also has writing instruments manufactured under license.{{Cite web |title=Hugo Boss Geschäftsbericht 2015 |url=https://geschaeftsbericht-2015.hugoboss.com/}}
• Dog accessories: The company has been producing accessories for dogs under license since 2022.{{Cite news |date=2022-05-19 |title=Hugo Boss ist auf den Hund gekommen. |work=Reutlinger General Anzeiger |language=de}}
• Tourism industry: early 2024 the company has taken over a luxury rental villa in Balinese Canggu, an area undergoing frenetic tourism development. Their high-paying clients receive Boss-labelled merchandises as freebies.{{cite web |title= Big Name Brands Announce Hotel And Villa Projects In Bali |website= thebalisun.com |date= 27 May 2024 |url= https://thebalisun.com/big-name-brands-announce-hotel-and-villa-projects-in-bali/ |access-date= 2024-06-05 }}

Products are manufactured in a variety of locations, including the company's own production sites in: Metzingen, Germany; Morrovalle, Italy; Radom, Poland; İzmir, Turkey; and Cleveland, United States.{{cite web |title=Hugo Boss AG Organisational Structure |url=http://group.hugoboss.com/en/organizational_structure.htm |url-status=dead |archive-url=https://web.archive.org/web/20110323032232/http://group.hugoboss.com/en/organizational_structure.htm |archive-date=March 23, 2011 |access-date=February 13, 2011 |publisher=Hugo Boss AG |df=mdy-all}}

Hugo Boss has invested in technology for its made-to-measure program, using machines for almost all tailoring traditionally done by hand.{{cite web |author=Binnberg, Nils |date=11 April 2017 |title=Techno tailor: Boss is revolutionising the made-to-measure suit |url=http://www.wallpaper.com/fashion/boss-is-revolutionising-the-made-to-measure-suit |website=Wallpaper}}

In 2020, Hugo Boss created its first vegan men's suit, using all non-animal materials, dyes, and chemicals.{{Cite web |last=Oberschür |first=Rüdiger |date=2020-03-16 |title=Hugo Boss launches vegan suit |url=https://ww.fashionnetwork.com/news/Hugo-boss-launches-vegan-suit,1197210.html |access-date=2023-11-28 |website=Fashion Network |language=en-WW}}

The Hugo Boss shares have been included in the MDAX since March 1999.{{Cite web |title=FAQ Investor Relations |url=https://group.hugoboss.com/de/investoren/service-kontakt/faq |access-date=2023-11-27 |website=Hugo Boss Group}} Until June 2012, the share capital was divided into common and preferred stock. On June 15, 2012, after the close of trading, the preference shares were converted into ordinary shares and all shares were converted into registered shares.{{Cite news |last=Lusebrink |first=Lars |date=2012-07-09 |title=Analysten-Kommentar zu Hugo Boss. |work=Textilwirtschaft |language=de}} Since then, the company's share capital has consisted of around 70.4 million no-par value registered ordinary shares.{{Cite web |title=Aktie |url=https://group.hugoboss.com/de/investoren/aktie |access-date=2023-11-27 |website=Hugo Boss Group}} In 2023, a promissory bill loan with a total value of {{Euro|175 million}} was placed for the first time.{{Cite web |last=Dörpmund |first=Tim |date=2023-10-25 |title=Premiere für den Modekonzern: Hugo Boss: 175 Mio. Euro via Schuldscheindarlehen |url=https://www.textilwirtschaft.de/business/news/premiere-fuer-den-modekonzern-hugo-boss-175-mio.-euro-via-schuldscheindarlehen-242335 |access-date=2023-11-27 |website=Textilwirtschaft |language=de}}

As of February 2025, the shareholder structure was as follows:{{Cite web |title=Aktionärsstruktur |url=https://group.hugoboss.com/de/investoren/aktie/aktionaersstruktur |access-date=2023-11-27 |website=Hugo Boss Group}}

• Free float: 64.00%
• Frasers Group: 19.00%

• Marzotto family (via PFC S.r.l. / Zignago Holding S.p.A): 15.00%

• Treasury shares: 2.00%

As early as the 1980s, Hugo Boss began with product placements and the outfitting of celebrities. Among other things, Hugo Boss outfitted the actors of the popular US law series L.A. Law and was henceforth seen as the outfitter of yuppies.{{Cite news |last=Clark |first=Andrew |date=2001-02-24 |title=Dressed for success |language=en-GB |work=The Guardian |url=https://www.theguardian.com/business/2001/feb/24/2 |access-date=2023-11-27 |issn=0261-3077}} Hugo Boss dressed the leading actors Don Johnson and Philip Michael Thomas in the crime series Miami Vice. Other well-known personalities wore Boss outfits at the time, such as Michael Jackson, who wore a white Boss suit on the album cover of Thriller,{{Cite news |last=Sack |first=Adriano |date=2018-09-02 |title=Der weiße Anzug |work=Welt am Sonntag |pages=61 |language=de |volume=35}} or Sylvester Stallone, who wore a Boss sweater as Rocky.{{Cite news |last=Meier |first=Ernst |date=2015-06-10 |title=Die Stadt Zug steht Hugo Boss gut. |work=Neue Zuger Zeitung |pages=45 |language=de}}{{Cite news |last1=Emig |first1=Silke |last2=Bayer |first2=Tobias |date=2021-09-20 |title="Da passen wir wahnsinnig auf" |work=Textilwirtschaft |pages=50–51 |language=de}}

From 1996 to 2022, Hugo Boss AG sponsored the Hugo Boss Prize, an annual $100,000 stipend in modern arts, awarded by the Solomon R. Guggenheim Foundation every two years as a cultural sponsor, and supported international contemporary exhibitions.{{Cite web |last=Durón |first=Maximilíano |date=2022-09-23 |title=Guggenheim Museum Nixes Closely Watched $100,000 Hugo Boss Prize |url=https://www.artnews.com/art-news/news/guggenheim-museum-nixes-hugo-boss-prize-1234640407/ |access-date=2023-11-27 |website=ARTnews |language=en-US}} In collaboration with the Staatliche Modeschule Stuttgart, the company has presented the Hugo Boss Fashion Award to fashion students since 1987.{{Cite news |last=Eberhardt |first=Daniela |date=2010-03-13 |title=Die schwarze Krawatte hat Kleckse in Kupferrot Schauplatz Stuttgart. |work=Stuttgarter Zeitung |pages=22 |language=de}}

In February 2024, a fashion collection designed by supermodel Naomi Campbell was introduced.{{Cite news |last=Donnell |first=Chloe Mac |date=2024-02-14 |title=Naomi Campbell creates clean-cut Boss range with nod to her germophobia |url=https://www.theguardian.com/fashion/2024/feb/14/naomi-campbell-creates-boss-range-germophobia |access-date=2024-03-11 |work=The Guardian |language=en-GB |issn=0261-3077}} In March of the same year, Hugo Boss became the official outfitter of tennis player Taylor Fritz, with Fritz wearing Hugo Boss both on the court and during public appearances.{{Cite web |last=Newcomb |first=Tim |date=2024-03-08 |title=Why Taylor Fritz Signed With Hugo Boss |url=https://www.forbes.com/sites/timnewcomb/2024/03/08/taylor-fritz-on-the-move-to-hugo-boss/ |access-date=2025-02-14 |website=Forbes |language=en}} In May, the company announced a multi-year partnership with former football player David Beckham, who will design and curate his own collections as part of the collaboration.{{Cite web |last=Voß |first=Alexander |date=2025-05-26 |title=So hauchte Hugo-Boss-Chef Grieder der Modemarke neues Leben ein |url=https://www.wiwo.de/finanzen/boerse/leben-mit-aktien-so-hauchte-hugo-boss-chef-grieder-der-modemarke-neues-leben-ein/29773646.html |access-date=2025-02-14 |website=Wirtschaftswoche}}

Since September 2024, Hugo Boss has been the official partner and outfitter of German football club VfB Stuttgart.{{Cite web |last=Oberschür |first=Rüdiger |date=2024-09-16 |title=Hugo Boss stattet VfB Stuttgart aus |url=https://de.fashionnetwork.com/news/Hugo-boss-stattet-vfb-stuttgart-aus,1663367.html |access-date=2025-02-14 |website=FashionNetwork |language=de}}

Hugo Boss has been a partner of the child protection organization UNICEF since 2007.{{Cite web |last=Luft |first=Oliver |date=2011-09-02 |title=Sienna Miller and Orlando Bloom star in Hugo Boss African schools campaign |url=https://www.campaignlive.co.uk/article/sienna-miller-orlando-bloom-star-hugo-boss-african-schools-campaign/1089085?utm_source=website&utm_medium=social |access-date=2023-11-27 |website=Campaign Live |language=en}} In addition, the Group established the Hugo Boss Foundation, whose main source of income is the "Every purchase counts" initiative. The donations are intended to support local, regional and global impact-oriented projects, particularly in the fields of climate and environmental protection.{{Cite web |last=Halliday |first=Sandra |date=2022-12-15 |title=Hugo Boss launches eco-supporting foundation, percentage of all sales to be donated |url=https://ww.fashionnetwork.com/news/Hugo-boss-launches-eco-supporting-foundation-percentage-of-all-sales-to-be-donated,1468600.html |access-date=2023-11-27 |website=Fashion Network |language=en-WW}} The foundation also supported the reconstruction of a vocational school in Antakya, Turkey, which had been severely damaged by an earthquake in the spring of 2023. In addition to rebuilding the school, the foundation donated a textile department, which is set to be equipped with tools and access to trainers for long-term support.{{Cite web |last=Thomas |first=Dorothée |date=2024-10-25 |title=Hugo Boss Stiftung beteiligt sich am Wiederaufbau von Berufsschule in Antakya |url=https://de.fashionnetwork.com/news/Hugo-boss-stiftung-beteiligt-sich-am-wiederaufbau-von-berufsschule-in-antakya,1674410.html |access-date=2025-02-14 |website=FashionNetwork |language=de}}

In 2024, the Hugo Boss Foundation signed two long-term partnerships: one with the non-profit organization Coral Gardeners, which is active in restoring coral reefs and marine areas in French Polynesia, Fiji, and Thailand;{{Cite web |last=Oberschür |first=Rüdiger |date=2024-04-12 |title=Hugo Boss startet Zusammenarbeit mit Coral Gardeners |url=https://de.fashionnetwork.com/news/Hugo-boss-startet-zusammenarbeit-mit-coral-gardeners,1622976.html#christian-dior |access-date=2025-03-04 |website=Fashion Network |language=de}} and another with the Indian non-profit organization GVK Society to promote regenerative agriculture.{{Cite web |last=Reinhold |first=Kirsten |date=2024-10-10 |title=Partnerschaft mit der Grameena Vikas Kendram Society for Rural Development: Hugo Boss investiert in indisches Baumwollfaser-Projekt |url=https://www.textilwirtschaft.de/business/news/partnerschaft-mit-der-grameena-vikas-kendram-society-for-rural-development-hugo-boss-investiert-in-indisches-baumwollfaserprojekt-247360 |access-date=2025-02-14 |website=Textilwirtschaft |language=de}}

In 2016, Hugo Boss became a member of the ZDHC Foundation (Zero Discharge of Hazardous Chemicals), which is committed to avoiding harmful substances in production.{{Cite web |last=Hackenberg |first=Andrea |date=2017-04-27 |title=Unternehmen: Öko-Stiftung ZDHC: Hugo Boss wird Mitglied |url=https://www.textilwirtschaft.de/business/news/Unternehmen-oeko-Stiftung-ZDHC-Hugo-Boss-wird-Mitglied-204220 |access-date=2023-11-27 |website=Textilwirtschaft |language=de}} Since 2017, Hugo Boss has been working on its own contribution to the successful implementation of the UN Sustainable Development Goals.{{Cite web |last=Styles |first=David |date=2018-04-30 |title=Hugo Boss outlines UN SDG contribution targets |url=https://www.ecotextile.com/2018043023450/social-compliance-csr-news/hugo-boss-outlines-un-sdg-contribution-targets.html |access-date=2023-11-27 |website=Ecotextile News |language=en-GB}} Furthermore, Hugo Boss was part of the Sustainability 2030 science platform initiated by the German government{{Cite news |last=Ronzheimer |first=Manfred |date=2017-05-12 |title=Lösungsbeschleuniger für die Weltprobleme. |work=Die Tageszeitung |pages=18 |language=de}} and joined the Klimabündnis Baden-Württemberg in 2024."Hugo Boss: Beitritt zum Klimabündnis". Metzinger Uracher Volksblatt. 2024-02-03 (in German), p. 13. Sustainability is also part of the Claim 5 strategy implemented by Grieder. As part of this, the resale website Hugo Boss Pre-Loved was launched in 2022, which pursues a circular economy.{{Cite news |last=Rogowski |first=Uwe |date=2022-04-22 |title=Hugo Boss plant Resale-Plattform. |work=Reutlinger General Anzeiger |language=de}} The investment in the start-up Heiq Aeoniq LLC supports the development of its cellulose fiber Heiq Aeoniq, which is intended to replace chemical fibers such as polyester. Heiq Aeoniq LLC primarily sources its materials from discarded algae, sugarcane, straw, hemp, nutshells, cigarette butts, and coffee grounds.{{Cite web |last=Reinhold |first=Kirsten |date=2022-10-13 |title=Fokus Greenwashing: Das Polyester-Problem |url=https://www.textilwirtschaft.de/business/news/tw-spezial-fokus-greenwashing-das-polyester-problem-237705 |access-date=2023-11-27 |website=Textilwirtschaft |language=de}}{{Cite web |last=Roberts-Islam |first=Brooke |date=2023-07-05 |title=MAS Holdings And HeiQ Take Sustainable 'plant polyester' Mass Market |url=https://www.forbes.com/sites/brookerobertsislam/2023/07/05/mas-holdings-and-heiq-take-sustainable-plant-polyester-mass-market/ |access-date=2024-03-11 |website=Forbes |language=en}}

At the Hugo Boss Digital Campus, data is processed to make company processes more efficient and to thus improve determination of the demand for products, thereby avoiding the overproduction of clothing. Structures are also being created to better track supply chains. This is in line with the Supply Chain Act, which aims to ensure compliance with environmental and social standards. The company has also announced its intention to become CO2-neutral by 2050.{{Cite web |last=Mix |first=Ulrike |date=2023-09-02 |title=Deshalb läuft es so gut beim Modekonzern Hugo Boss aus Metzingen |url=https://www.swr.de/swraktuell/baden-wuerttemberg/tuebingen/hugo-boss-ist-nicht-zu-bremsen-100.html |access-date=2023-11-27 |website=Swr |language=de}}

Since December 2023, Hugo Boss has been the first company to invest in Collateral Good Ventures Fashion I, a climate-related venture capital fund aimed at promoting sustainability in the fashion industry.{{Cite web |last=Sillitoe |first=Ben |date=2023-12-07 |title=Collateral Good: Hugo Boss backs venture capital fund dedicated to sustainable fashion |url=https://greenretail.world/2023/12/07/collateral-good-hugo-boss-backs-venture-capital-fund-dedicated-to-sustainable-fashion/ |access-date=2024-03-11 |website=Green Retail World |language=en-US}}

In 2025, Eightyards GmbH, a wholly-owned subsidiary of the Hugo Boss Group, officially commenced its operations. Based in Metzingen, the company coordinates the reprocessing and reuse of the group's surplus textiles, extending beyond the fashion industry.{{Cite web |last=Reinhold |first=Kirsten |date=2024-12-12 |title=Nachhaltigkeitsinitiative: Hugo Boss gründet eigenes Unternehmen für Materialüberhänge |url=https://www.textilwirtschaft.de/green/news/eightyards-soll-wieder--und-weiterverwertung-branchenuebergreifend-steuern-hugo-boss-gruendet-eigenes-unternehmen-fuer-materialueberhaenge-248285 |access-date=2025-02-14 |website=Textilwirtschaft |language=de}}

The company has introduced structures to ensure compliance. In this context, it works with the Fair Labor Association, has established an ombudsman system, has social audits carried out on working conditions and offers the opportunity to use the Fair Labor Association's comprehensive external and anonymous complaints management system.{{Cite book |last=Ebert |first=Isabel |title=Sustainability Strategies in Luxury Fashion: Company Disclosure on Human Rights |publisher=Springer International Publishing |year=2018 |isbn=978-3-319-74366-0 |editor-last1=Jastram |editor-last2=Schneider |editor-first1=Sarah Margaretha |editor-first2=Anna-Maria|edition=1 |series=Sustainable Fashion. Governance and New Management Approaches |location=Cham |pages=103}}

{{criticism section|date=April 2025}}

British comedian and actor Russell Brand was a guest at the 2013 GQ awards, which were sponsored by Hugo Boss. After receiving an award on stage, Brand proceeded to talk about Hugo Boss's Nazi connection and did a goose step. He was later ejected from the ceremony.{{Cite news |last=Hyde |first=Marina |date=2013-09-05 |title=GQ award-winner Charles Moore cracks Russell Brand's 'Nazi' comment |language=en-GB |work=The Guardian |url=https://www.theguardian.com/lifeandstyle/lostinshowbiz/2013/sep/05/russell-brand-nazi-hugo-boss-charles-moore |access-date=2023-11-27 |issn=0261-3077}} He subsequently apologized.{{cn|date=April 2025}}

In March 2010, Hugo Boss was boycotted by actor Danny Glover for the company's plans to close the plant in Brooklyn, Ohio, US after 375 employees of the Workers United Union reportedly rejected the Hugo Boss proposal to cut the workers' hourly wage 36% from $13 an hour to $8.30. After an initial statement by CFO Andreas Stockert saying the company had a responsibility to shareholders and would move suit manufacturing from the US to other facilities in Turkey, Bulgaria and Romania,{{cite web | title=Glover calls for Hugo Boss boycott at the Oscars | website=NBC News | date=2010-03-07 | url=https://www.nbcnews.com/id/wbna35752893 | access-date=2023-12-01}} the company capitulated to the boycott and cancelled the project. Renewed plans to close the plant in April 2015 also failed.{{cite news|last=Perkins|first=Olivera|title=Hugo Boss says it will close Cleveland area plant in 2015, but unions ready to fight it — again|date=December 2, 2014|newspaper=The Plain Dealer|url=http://www.cleveland.com/business/index.ssf/2014/12/hugo_boss_says_it_will_close_c.html|access-date=December 9, 2014}}{{cite news|last=Perkins|first=Olivera|title=Hugo Boss plant will stay open with new owners, saving 160+ jobs|date=March 20, 2015|newspaper=The Plain Dealer|url=http://www.cleveland.com/business/index.ssf/2015/03/hugo_boss_plant_will_remain_op.html}}

In September 2015, Hugo Boss (UK) was fined £1.2 million in relation to the death in June 2013 of a child who died four days after suffering fatal head injuries at its store in Bicester, Oxfordshire. The four-year-old boy had been injured when a steel-framed fitting-room mirror weighing {{convert|120|kg|lb}} fell on him. Oxford Crown Court had earlier been told that it had "negligently been left free-standing without any fixings"{{cite web |author= |date=4 September 2015 |title=Hugo Boss fined £1.2m over Bicester Village mirror death |url=https://www.bbc.co.uk/news/uk-england-oxfordshire-34153922 |access-date=5 September 2015 |website=BBC News Online}} and the coroner had said that the death was an "accident waiting to happen".{{cite web | title= Bicester Hugo Boss store admits charges over boy's mirror death |url= https://www.bbc.co.uk/news/uk-england-oxfordshire-32993393| author=|date= 3 June 2015| website= BBC News Online | access-date= 5 September 2015}} In June 2015, Hugo Boss (UK) had admitted its breach of both the Health and Safety at Work Act 1974 and Management of Health and Safety at Work regulations 1999.{{cite news |author= |date=3 September 2015 |title=Hugo Boss faces huge fine over toddler's death in store |newspaper=The Guardian |url=https://www.theguardian.com/uk-news/2015/sep/03/hugo-boss-faces-huge-fine-over-toddlers-death-in-store |access-date=5 September 2015}} The company's legal representative said: {{blockquote|"The consequence of this failing is as awful as one could reasonably imagine. Since the day of the accident Hugo Boss has done all it can, first to acknowledge those failings, to express genuine, heartfelt remorse and also demonstrate a determination to put things right and ensure there cannot be a repeat of what went wrong."|Jonathan Laidlaw QC (representing Hugo Boss)}}

In August 2019, Hugo Boss sent a cease and desist letter, objecting to the trademark application of Boss Brewing, a small brewery based in Swansea,{{cite news |title=Welsh brewery spends nearly £10,000 in battle with clothing giant over name |url=https://www.itv.com/news/wales/2019-08-12/welsh-brewery-spends-nearly-10-000-in-battle-with-clothing-giant-over-name/ |agency=ITV News |date=2019-08-12 |access-date=2020-03-02}} costing the brewery nearly £10,000 in legal fees and compelling them to change the name of several beer brands. Similarly, in November 2023, it was reported that Hugo Boss had sent a cease and desist letter to Canadian fitness company Boss Athletics Inc.{{cite news |title=Who's the Boss? Sask. cheer company runs afoul of Hugo Boss over its name |url=https://www.cbc.ca/news/canada/saskatchewan/hugo-boss-cheer-company-trademark-1.7016488 |agency=CBC News |date=2023-11-03 |access-date=2023-11-03}} In February 2020, professedly as a protest, comedian Joe Lycett changed his legal name to Hugo Boss.{{cite news |title=Joe Lycett: Comedian changes his name to Hugo Boss |url=https://www.bbc.co.uk/news/entertainment-arts-51703859 |agency=BBC News |date=2020-03-02 |access-date=2020-03-02}}

In 2020, Hugo Boss told NBC News it did not use cotton from the Xinjiang area of China to avoid Uyghur forced labor.{{Cite web |title=Is the cotton in your shirt from Chinese forced labor? |last1=Nadi |first1=Aliza |last2=Schecter |first2=Anna |last3=Martinez |first3=Didi |publisher=NBC News |date=September 22, 2020 |access-date=March 28, 2021 |url= https://www.nbcnews.com/news/china/major-brands-try-determine-if-cotton-their-clothes-uighur-forced-n1240756}} However, in 2021, the Chinese subsidiary of Hugo Boss stated on its official Sina Weibo account that they had been using cotton from the region and would continue to do so:{{Cite web|date=2021-03-26|title=Hugo Boss, Asics will continue buying Xinjiang cotton|url=https://www.laprensalatina.com/hugo-boss-asics-will-continue-buying-xinjiang-cotton/|access-date=2021-03-26|website=La Prensa Latina Media|language=en-US}}

"Xinjiang's long-stapled cotton is one of the best in the world. We believe top quality raw materials will definitely show its value. We will continue to purchase and support Xinjiang cotton."{{Cite web |last=Grundy |first=Tom |title=Hugo Boss tells Chinese customers it will continue to purchase Xinjiang cotton, whilst own website says it has never used it - Hong Kong Free Press HKFP |url=https://hongkongfp.com/2021/03/26/hugo-boss-tells-chinese-customers-it-will-continue-to-purchase-xinjiang-cotton-months-after-telling-us-news-outlet-it-has-never-used-it/ |access-date=2023-12-15 |website=Hong Kong Free Press |language=en-GB}}

The statement was later edited to simply saying they have partners "in various regions of China" with a link to an English-language page on their website, which in turn linked to another statement containing the following words: "Hugo Boss has not procured any goods originating in the Xinjiang region from direct suppliers."{{Cite web |title=Hugo Boss Statement on the Chinese region of Xinjiang |url=https://group.hugoboss.com/fileadmin/media/pdf/sustainability/company_commitments_EN/HUGO_BOSS_Statement_on_Xinjiang.pdf |website=Hugo Boss Group}} Initially attracting thousands of likes, the edited Weibo post received many comments accusing the brand of hypocrisy.{{cite web |title=Sina Visitor System |url=https://weibo.com/2329770312/K847WpHN1 |website=Passport Weibo}}{{Cite web |title=Hugo Boss' Xinjiang comments spark accusations of hypocrisy online |last=Lew |first=Linda |newspaper=South China Morning Post |date=March 26, 2021 |access-date=March 26, 2021 |url= https://www.scmp.com/news/china/diplomacy/article/3127175/xinjiang-cotton-hugo-bosss-comments-spark-accusations }} A company spokeswoman stated that the original Weibo post was unauthorized and that the company's position has not changed.{{Cite web |date=2021-03-30 |title=Und Hugo Boss laviert herum ... |url=https://www.zeit.de/2021/14/china-zwangsarbeit-kritik-hugo-boss-boykott-mode-industrie |access-date=2021-04-19 |website=Zeit online |language=de}} According to the company's official statement, all materials are only sourced from suppliers that comply with the Hugo Boss Supplier Code of Conduct.

In September 2021, the European Center for Constitutional and Human Rights filed a complaint with German prosecutors accusing Hugo Boss of abetting and profiting from forced labor in Xinjiang.{{Cite news|date=September 6, 2021|title=Rights group files complaint against German retailers over Chinese textiles|work=Reuters|url=https://www.reuters.com/business/retail-consumer/rights-group-files-complaint-against-german-retailers-over-chinese-textiles-2021-09-06/|access-date=September 7, 2021}} In 2022, researchers from Nordhausen University of Applied Sciences identified cotton from Xinjiang in Hugo Boss shirts.{{Cite web |last=Oltermann |first=Philip |date=2022-05-05 |title=Xinjiang cotton found in Adidas, Puma and Hugo Boss tops, researchers say |url=https://www.theguardian.com/world/2022/may/05/xinjiang-cotton-found-adidas-puma-hugo-boss-tops-researchers-claim-uyghur |access-date=2022-05-06 |website=The Guardian |language=en}}

In the field of sports sponsorships, Hugo Boss has been active in motorsport, golf, association football, sailing, tennis, and winter sports.{{Cite web |title=Sportsponsoring |url=https://group.hugoboss.com/de/sponsoring/sportsponsoring |access-date=2023-11-27 |website=Hugo Boss Group}}{{Cite news |last=Freutel |first=Aziza |date=2008-05-01 |title=Fußball in Mode. |work=Textilwirtschaft |language=de}}{{Cite web |date=2013-02-19 |title=Vendée Globe: Und wenn Segelprofi Alex Thomson auf See stirbt? |url=https://www.welt.de/motor/boote-yachten/article111887786/Und-wenn-Segelprofi-Alex-Thomson-auf-See-stirbt.html |access-date=2023-11-27 |website=Die Welt |language=de}} The company's activities began in the 1970s with the support of racing driver Jochen Mass,{{Cite web |last=Holmes |first=Elena |date=2017-11-10 |title=Report: Hugo Boss to move from Formula One to Formula E |url=https://www.sportspromedia.com/news/report-hugo-boss-to-move-from-formula-one-to-formula-e/ |access-date=2024-03-11 |website=SportsPro |language=en-GB}} and were further expanded in motorsport through the sponsorship of the McLaren Formula 1 team from 1981 to 2014,{{Cite web |date=2014-07-07 |title=Hugo Boss to leave McLaren for Mercedes |url=https://timesofmalta.com/article/Hugo-Boss-to-leave-McLaren-for-Mercedes.526664 |access-date=2024-03-11 |website=Times of Malta |language=en-gb}} one of the longest partnerships in motorsport.{{Cite web |last=Cooper |first=Adam |date=2014-07-06 |title=McLaren und Hugo Boss: Aus nach 33 Jahren! |url=https://www.speedweek.com/formel1/news/59629/McLaren-und-Hugo-Boss-Aus-nach-33-Jahren.html |access-date=2023-11-27 |website=Speedweek |language=de}} This led to several drivers being outfitted with Hugo Boss clothing, including Alain Prost, Ayrton Senna, and Niki Lauda.{{Cite web |last=Teo |first=Annabelle |date=2011-05-30 |title=Dress a Formula One Driver with Hugo Boss and McLaren |url=https://www.tatlerasia.com/style/fashion/dress-a-formula-one-driver-with-hugo-boss-and-mclaren |access-date=2024-03-11 |website=Tatler Asia |language=en}} Boss has been the official clothing partner of the Aston Martin F1 team since July 2022. One year later, Boss also appointed Aston Martin driver Fernando Alonso as a brand ambassador.{{Cite web |last=Stephens |first=Cassidy |date=2023-07-24 |title=Boss names Fernando Alonso brand ambassador with sports clearly key for label |url=https://uk.fashionnetwork.com/news/Boss-names-fernando-alonso-brand-ambassador-with-sports-clearly-key-for-label,1539571.html |access-date=2024-03-11 |website=Fashion Network |language=en-UK}} In 2024, Boss signed a partnership with David Beckham.{{Cite web |title=David Beckham va imaginer des collections de mode homme pour Hugo Boss |url=https://www.gqmagazine.fr/article/david-beckham-hugo-boss-nomination-mode-homme |access-date=21 May 2024 |website=GQ France}}{{Cite web |title=Hugo Boss signe une collaboration à long terme avec David Beckham |url=https://www.journalduluxe.fr/fr/mode/hugo-boss-collaboration-david-beckham-mode |access-date=21 May 2024 |website=Journal du Luxe}}{{Cite web |title=Hugo Boss s'associe à David Beckham |url=https://fr.fashionnetwork.com/news/Hugo-boss-s-associe-a-david-beckham,1633630.html |access-date=21 May 2024 |website=Fashion Network}}

• {{Flagicon|DE}} Alica Schmidt

• {{flagicon|AUT}} Hahnenkamm Races in Kitzbühel

• {{Flagicon|DE}} Stuttgart Open (since 2022 Boss Open)

• {{flagicon|ITA}} Matteo Berrettini (global ambassador) (from 2022)
• {{flagicon|USA}} Taylor Fritz

• {{Flagicon|GBR}} McLaren (1987–2014)
• {{Flagicon|DE}} Mercedes-Benz (2015–2018)
• {{Flagicon|GBR}} Aston Martin (2022–2025){{Cite web |last=Bayer |first=Tobias |date=2023-07-24 |title=Sportsponsoring: Boss bindet Fernando Alonso an sich |url=https://www.textilwirtschaft.de/business/news/sportsponsoring-boss-bindet-fernando-alonso-an-sich-241252 |access-date=2023-11-27 |website=Textilwirtschaft |language=de}}
• {{flagicon|ITA}} RB (2024–)

• {{Flagicon|DE}} Jochen Mass
• {{Flagicon|FRA}} Alain Prost
• {{Flagicon|FIN}} Mika Häkkinen
• {{Flagicon|BRA}} Ayrton Senna
• {{Flagicon|AUT}} Niki Lauda

• {{Flagicon|GER}} Red Bull–Bora–Hansgrohe (2024–){{Cite web |last=@redbullborahansgrohe |title=Please welcome @boss |url=https://www.instagram.com/p/C8tw0jwtlTl/?utm_source=ig_web_copy_link |access-date=2024-06-27 |website=www.instagram.com}}

• Hugo Boss Prize
• List of companies involved in the Holocaust

{{Reflist|30em}}

{{Commonscat}}

• {{Official website|http://www.hugoboss.com}}
• [http://group.hugoboss.com/ Corporate website]
• {{FMD designer|id=hugo-boss}}

{{Portal bar|Baden-Württemberg|Companies|Fashion}}

{{men's undergarments}}

{{DJSI World}}

{{Authority control}}

{{DEFAULTSORT:Boss, Hugo}}

Category:1980s initial public offerings

Category:Clothing brands of Germany

Category:Clothing companies established in 1924

Category:Companies based in Baden-Württemberg

Category:Companies in the MDAX

Category:Companies listed on the Frankfurt Stock Exchange

Category:Eyewear brands of Germany

Category:German companies established in 1924

Category:Germany home front during World War II

Category:High fashion brands

Category:Perfume houses

Category:Sportswear brands

Category:Suit makers

Category:Underwear brands

Category:Valentino Fashion Group

Category:Permira companies