While the Metzingen-based giant is more normally inclined to emphasize its global expertise, Boss is now openly celebrating its heritage with a 12-piece capsule for men and women designed and manufactured in Germany.
“Made in Germany” is not exactly new for Boss, pointed out chief brand officer Ingo Wilts. The brand’s full canvas suits are all produced in Boss headquarters. “But we’re proud to be the biggest premium fashion-maker in Germany, and thought it would be great to do something German and celebrate our heritage.”
He added, “We also know that whenever we go outside Germany, in France or Asia, for example, they really appreciate [articles] made in Germany. Though it was a big effort to find someone who makes knits and leathers here.” The lion’s share of the collection, which has a natty tailored slant, was manufactured at Boss headquarters in Metzingen.
Built on the brand’s tailoring DNA and working with Italian fabrics exclusively developed for Boss, the collection features six revamped classics each for men and women. Men have their pick of a double-breasted coat and blouson in a bonded wool check, a burgundy light weight wool twill suit with drawstring waist, a cotton shirt, bold check-front wool crewneck sweater and an embossed leather bomber.
Women’s looks include a version of the double-breasted checked city coat, a pencil dress and skirt in the same bonded wool check, a roomy rollneck pullover in a wool mohair mix, navy silk bow blouse and navy wool twill boot leg pants.
For those picking up a “Thomas Crown” vibe, stills from the original 1968 film with Steve McQueen and Faye Dunaway were indeed part of the design team’s mood board, Wilts acknowledged. “But the looks fit perfectly well into our overall color range and sports tailoring direction this season.”
Now hitting select Boss stores worldwide and going live on hugoboss.com from Oct. 1, the collection will be supported by a 360-degree social media and POS, or point of sale, campaign featuring actor Daniel Brühl, model Toni Garrn and photographed by Jan Lehner, all Germans active on the international stage.
The “Made in Germany” capsule was also conceived to “lift our own retail,” Wilts remarked, “and let us be different than our partners. When I came [back] to the company, I said we have to refresh retail with new capsules. It’s how to move forward.”