Hugo Boss is set to expand its portfolio with Hugo Blue, which is dedicated to denim to be launched with the brand’s summer collection in 2024. Hugo Blue will introduce the Hugo logo representing a bold, fresh and young style. Inspired by street culture, Hugo embraces a relaxed approach, including unisex styles.
Daniel Grieder, CEO of Hugo Boss, says Hugo Blue is in line with their new brand direction and 24/7 approach. “We are continuously expanding our range of casual wear offerings. Building on the successful brand refresh of Hugo, it was a natural step forward for us to launch a second line under Hugo.”
He outlined that the new line appeals to the younger generation of consumers and realizes the brand’s full potential. “We want to inspire our customers and are confident that Hugo Blue will attract new fans for Hugo.”
Hugo Blue will launch four collections per year with the same entry price level as the existing Hugo brand line. The new brand will be supported with a 360° marketing rollout and shop concept dedicated to the younger target group. Hugo Boss will make the products available worldwide in retail stores and online stores. Moreover, HUGO wholesale and e-commerce partners will carry the new line to bring the brand world to life.
Also Read: Gucci Cosmos: Iconic Moments Where Past, Present and Future Coexist
