The origins of the Hugo Boss brand
Hugo Boss is a company founded in 1924 by Hugo Ferdinand Boss. Initially, the company did not prosper and closed down just a few years after its inception due to a lack of orders. In 1930, the brand decided to start all over again and specialised in sewing high-quality men's suits.
Eugen Holy's takeover of the company and its growth
In 1948 Hugo Boss died and his son-in-law, Eugen Holy, became the company's heir. Holy decided to continue the company's tradition, which remained the production of men's suits. The 1960s was a period in which the brand became recognised throughout Europe and its infamous past slowly began to be forgotten. A milestone was reached in 1967, when Hugo Boss' grandsons Jochen and Uwe Holy became CEOs of the company. It was under their stewardship that the company relied on a refreshed image and undertook a series of key collaborations and campaigns that saw the brand establish itself in the international fashion market.
It was at this time that an increased number of marketing activities could be seen, with several Formula 1 drivers and popular actor Sylvester Stallone becoming brand ambassadors. What is more, the company decided to shorten the name in order to identify even better with its foreign clientele. From then on, the company began to be called 'Boss'.
Suits are not everything
The brand increasingly began to realise that it would be a good idea to expand its business and moved into the casual wear market, as well as the cosmetics market. In the 1990s, the company decided to return to the original name 'Hugo Boss', and among the products available, even more products could be found in a variety of lines, from formal to sporty.
BOSS x Matteo Berrettini
The Boss brand has also made its mark on the tennis market with a collection co-created by Italian tennis player Matteo Berrettini. The BOSS x Matteo Berrettini line includes tennis apparel products, but also some that will work perfectly off the court. What sets the collection apart from the others is the attempt to convey a distinctive character, dynamic lines and interesting colours to the products. It is also worth noting that the products are signed with a specially designed logo.
Another interesting aspect is that part of the proceeds from the sale of products from the BOSS x Matteo Berrettini collection is donated to the tennis player's charity initiative supporting Italian children from 'difficult' backgrounds.
