The Metzingen-based fashion group Hugo Boss AG is launching a new line under its Hugo brand.
The ‘Hugo Blue’ line is dedicated specifically to the denim area, Hugo Boss announced on Monday. The collection, which focuses on pieces for women and men, is inspired by streetwear culture. Unisex looks also play a role here. In addition to denim, there will also be outerwear, knitwear and accessories.
“Building on Hugo’s successful brand refresh, it was a natural step forward for us to launch a second line under Hugo,” said Hugo Boss CEO Daniel Grieder. “With the new line, we are addressing the younger generation of consumers and are fully exploiting the potential of the brand.”
The ‘Hugo Blue’ collections are to appear four times a year and, like the Hugo brand, are at the “entry-level price level”, according to the statement. At the start there will be an extensive marketing rollout and a shop concept tailored to the younger target group.
The products will be available in the Hugo stores, in the Hugo Boss online shop and from the fashion group’s trading partners. The order season for the first collection ‘Summer 2024’ starts in June. The goods should then arrive at the sales outlets in February 2024.