HUGO

HUGO brings a bold, fashion-forward edge to the BOSS family, aimed at a younger, more confident customer. Expect trend-driven, versatile pieces that move easily between casual and smart-casual looks, alongside loungewear, all built with premium quality. It takes the classic BOSS foundation and gives it a sharper, more youthful attitude, so the styling feels current rather than corporate. HUGO marked its centenary in 2024, tracing its roots back a full century while continuing to push a contemporary, energetic identity. It suits anyone wanting recognisable quality with a bit more attitude than traditional tailoring offers.