Collection: Blog

Be Your Own BOSS. A new era for an iconic brand.

Be Your Own BOSS. A new era for an iconic brand.

Be Your Own BOSS

Bold faces, bolder personality: it's a new era for BOSS. Finding inspiration in those who chase their dreams with courage and conviction, in those who define their own path, and in those with an unstoppable zest for life. Every one of us is the author of our own stories - how you tell it is up to you. So we say: BE YOUR OWN BOSS.

Daniel Grieder, CEO of Hugo Boss, is spearheading the brand makeover, from marketing to design with an aim to reinforce themselves as one of the leading global fashion and lifestyle brands. This will see a modernisation of the logo and the company ethos, with an aim for the younger audience, specifically with the millennials and Gen Z demographics in mind.

The #BeYourOwnBOSS campaign launches from 26th January 2022 to coincide with the launch of the Spring/Summer 2022 collection. Celebrity faces such as Anthony Joshua, Matteo Berrettini, Khaby Lame, Lee Minho and Future lead the ambassador roles for BOSS menswear. Maddie Ziegler, Big Matthew, Saint JHN and Adut head the HUGO brand.

Shop the latest BOSS Spring/Summer'22 collection HERE.


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