Hugo Boss brand history

In 1902, the young designer went to work for a small weaving factory in Metzingen, and in 1908, after the death of Hugo’s parents, he inherited the family’s textile shop.

In 1923, he founded a small factory for the production of work and sportswear at his store, and the business begins to gain momentum, a uniform for postmen and policemen is added to the range.

In 1925, a crisis hits, and the designer begins to produce national costumes, hunting clothes, overalls and leather jackets to support production, buys six sewing machines, and some workers agree to wage cuts, working out of wear for the idea and support of the enterprise.

In 1931, the company was saved from bankruptcy by joining the National Socialist Party of Germany, but clothing design was created not by Hugo, but by Karl Diebitsch, who was developing military uniforms and regalia of the Third Reich. During World War II, the factory became an important military enterprise.

After the war, Hugo Boss was accused of aiding the Nazis and fined 80 marks. In 000, Hugo Boss dies and his son-in-law Eugen Holi becomes the head of the company, returning production to a specialization in tailoring uniforms for railway workers and postmen.

In 1953, Hugo Boss launched the first men’s suit, which marked a turning point in the company’s history. The brand begins to become not a mass market, but a luxury production. Uwe and Jochen Holi, the children of Eugen Holi, joined the management team of the company, transforming the brand into a fashion brand, and in 1970 the company became the largest clothing manufacturer in Germany.

In 1985, the first men’s fragrance is released Hugo Boss – Hugo Boss Number One. Unfortunately, in 1993 the company ceases to be a family business, as the Hawley brothers leave it, and Peter Littman becomes the CEO. The brand is divided into several lines: Boss – classic clothing, Hugo – youth style, Baldessarini – luxury.

Since 1996, the company began to develop rapidly: there was an award for achievements in contemporary art Hugo Boss, a license to manufacture watches, a collection of clothes for women and children, a line of men’s cosmetics Boss Skin and a collection of glasses.

In 2008, the company together with Swarovski makes a collection of women’s jewelry, and in 2009 the Samsung Hugo Boss mobile phone is released. In 2012, Roman Kester’s book “Hugo Boss, 1924–1945” was published, which was ordered by the company’s management. It describes events since the factory’s work with the Nazis.

The brand has released many advertising campaigns with the best models in the world. Russian models also got the opportunity to represent Hugo Boss: Natalia Vodianova became the face of the autumn Hugo Boss Black collection in 2010, and Sasha Pivovarova presented the Hugo by Hugo Boss collection in 2011.

Well-known trendsetters and stars also often choose Hugo Boss clothes: Cate Blanchett and Chloe Sevigny, Antonio Banderas, Brad Pitt, John Travolta, Taylor Kitsch, Matthew McConaughey and even Princess Laetitia of Spain.

To date, 42 men’s fragrances have been released in the history of the brand, many of which have become iconic: DeepRed, Orange, XX, DarkBlue, InMotion, Energize, BossElement, BossFemme and HugoWoman. Hugo Boss fragrances entered the top 10 most sought after perfumes in the world.

Hollywood actors such as Ryan Reynolds, Jared Leto and Jonathan Rhys-Myers have participated in advertising campaigns for the Hugo Boss fragrances.