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Friday, December 09, 2022

Can Hugo Boss be cool?

Can Hugo Boss be cool?

“You can climb a mountain in this,” Mr. Greider said, saying suit sales for the brand rebounded last summer in tandem with the reduction in lockdown measures around the world. “People wanted to dress up and go to restaurants.”

(“Suit of Tomorrow” will hit stores “at the end of January.”)

Of course, there are still some classic Hugo Boss elements among these new clothes: European cut, preppy, puffy button-down shirts. (Mr. Grieder doesn’t want to alienate the brand’s existing customers, who may find the new look somewhat overwhelming.) But there are some promising elements as well. One of the standout pieces belongs to the Boss line in the form of a large set with long sleeves, buttons and shorts, available in trendy bright orange. And women’s lounge shorts have the voluminous proportions of basketball shorts, flirting with androgyny.

Why is Mr. Greider so convinced that this is the way forward? Because, he says, he has a secret weapon: Gen Z themselves.

During the overhaul, Boss hired teenagers to work as consultants and help with photo shoots. “Generation Z is rare,” said Mia Sullivan, who oversees marketing and communications at Boss and is a millennial herself. rare item.

“I go to this Gen Z consultant — he has an agency, he’s 17 years old, and he’s a total boss — and he gives me advice on how to execute, how to expand, how to change,” Ms Sullivan said.

On occasion, the consultant, whom Ms. Sullivan declined to name, also helped the brand find other consultants.

“It’s really hard to find Gen Z on LinkedIn,” Ms. Sullivan said. “They are on TikTok.”

Whether they will also be in the Boss on TikTok is now hope is the question.

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