Hugo Boss is growing its portfolio with its new line, Hugo Blue, which is scheduled to debut in the summer of 2024 as a result of its successful rebranding last year.
Hugo Blue will reflect the brand’s ‘easy and unconventional look and feel’ and serve as a denim-focused collection for younger men and women. Its aesthetic incorporates a laid-back attitude and is influenced by street culture. The brand’s main product is denim, but it also offers a selection of jersey, knitwear, outerwear, and accessories.
A ‘bold, fresh, and young style’ is embodied by the new brand’s use of the iconic HUGO emblem in blue.
Daniel Grieder, CEO of Hugo Boss, commented, “In line with our new brand direction and 24/7 approach, we are continuously expanding our range of casualwear offerings. Building on the successful brand refresh of HUGO, it was a natural step forward for us to launch a second line under Hugo.”
Hugo Blue won’t follow the fashion calendar and will instead present four collections yearly. It will be priced at the same starting point as the current HUGO brand line.
A 360° marketing rollout and a retail concept tailored to the younger target population will complement the line’s introduction. Beginning in February 2024, Hugo Blue items will be sold in all Hugo retail locations and online at hugoboss.com.
