BERLIN — Getting ready to celebrate its 20th anniversary this summer, Hugo — the most progressive brand in the Hugo Boss Group — has continued to sharpen its fashion edge while steadily advancing on a double-digit growth path.
Hugo waved a red flag from the start. The then-men’s only label was launched in 1993 as part of a new tri-brand strategy to augment the core Boss collection and to open the door to a younger target group. It was also used to demonstrate that the solid suit-making giant from Metzingen, Germany, could innovate, and even aggravate.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"