From red to blue: Hugo Boss to launch denim-based Hugo label next year

By

Sandra Halliday

Published
May 8, 2023

Hugo Boss had big news on Monday with a brand new line set to launch for summer 2024. Called Hugo Blue, it follows the company’s brand refresh last year that saw its Hugo and Boss labels being reinvented with a stronger youth and casual focus.

The core colour for Hugo until now has been red. But as the name of the new line suggests, the offer will be built around denim (although other items such as knit and jersey will be included too) and will follow the Hugo brand’s “easy and unconventional look and feel,” we’re told.

The new brand will carry the existing Hugo logo, but in blue “as a powerful form of self-expression”.

Orders will start from next month and the first drops will be delivered next February.

The company said its newest label “stands for a bold, fresh, and young style. The aesthetic of the brand line for men and women is inspired by street culture and embraces a relaxed approach, including some unisex styles”. As mentioned, denim is at the core of the collection but it’s complemented by the aforementioned jersey and knitwear, plus outerwear pieces, and accessories.

The offer will take in four collections a year with the same entry price level as the existing Hugo offer. Availability will be via Hugo stores globally and the webstore hugoboss.com, as well as via multi-brand wholesale and e-commerce partners. 

It will be supported with a “360° marketing rollout and shop concept dedicated to the younger target group”. 

Hugo Boss CEO Daniel Grieder said: “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. With the new line we appeal to the younger generation of consumers and realise the brand’s full potential. We are confident that Hugo Blue will attract new fans for Hugo.”