Numerous milestones punctuate the evolution of HUGO BOSS into an international lifestyle group. In the following section the events that have shaped the company's history are listed.

2019 – 2022


    In order to unlock the full potential of HUGO BOSS, cater to digital expectations, and be prepared for the future, the establishment of a digital campus in Porto and Metzingen begins. This is a big step for HUGO BOSS on theway to becoming the leading premium tech-driven fashion platform worldwide.


    HUGO BOSS successfully enters a strategic partnership with HeiQ AeoniQ LLC, a fully owned subsidiary of Swiss innovator HeiQ Plc. This is the first equity investment as part of the Company’s “CLAIM 5” growth strategy. The aim is to replace the use of synthetic fibers with the innovative cellulose yarn AeoniQ, thus advancing the company’s  sustainability goals/the sustainability goals of the company.


    In line with the company’s CLAIM 5 growth strategy, both BOSS and HUGO undertake a new, modern brand identity focused on a younger and more global demographic.

    In line with the company’s CLAIM 5 growth strategy, both BOSS and HUGO undertake a new, modern brand identity focused on a younger and more global demographic.


    HUGO BOSS introduces its ‘CLAIM 5’ strategy to deliver on its vision and ambition of becoming the premium tech-driven fashion platform worldwide, and one of the top-100 global brands.

  • 2021 – HUGO Louder

    In March HUGO announces its latest project: HUGO Louder, a new and exclusive music platform that amplifies the voices of inspiring artists and young talents who want to change the world.

  • 2021 – Chris Hemsworth appointed first global brand ambassador

    A good start to the year – in January HUGO BOSS announces its new BOSS Brand Ambassador: Australian actor Chris Hemsworth. He will be the international BOSS face of the worldwide fashion campaigns planned for 2021 and 2022.

  • 2020 – Happy Birthday, BOSS Womenswear

    Twenty years ago, in the fall of 2000, womenswear designer at that time Grit Seymour presented the first ever womenswear collection under the BOSS brand at Milan Fashion Week.

  • 2020 – Online Store Expansion

    Go-Live of the hugoboss.com online store in 24 markets. More countries are to follow in the next couple of years.

  • 2019 – Porsche and HUGO BOSS collaborate

    The partnership entails the development of a joint BOSS capsule collection as well as the sponsorship in motorsports.

  • 2019 – Biggest Outlet Store in Europe

    In September, the new BOSS outlet officially opens its doors in Metzingen where the company's headquarters is also located. With 5,216 square meters, 93 dressing rooms and 16 checkout stations, it is the company's largest outlet. The first BOSS outlet was opened in 1972 and formed the cornerstone for the Outletcity Metzingen.

  • 2019 – HUGO BOSS Izmir celebrates 20-year anniversary

    Our biggest own production facility in Izmir, Turkey, is celebrating this special jubilee on site with its 4,000 employees and their families.

2013 – 2017

  • 2017 – HUGO BOSS included in the DJSI for the first time

    In September, HUGO BOSS is included in the Dow Jones Sustainability Index (DJSI) World for the first time. As such, the Group is one of the five companies in the textiles, apparel and luxury segment to have qualified for the Index that year.

  • 2017 – Formula E partnership

    At the beginning of December HUGO BOSS becomes the first “Global Apparel Partner” to support this race series; the agreement with the Mercedes-AMG Petronas Formula 1 Team expires at the end of the year.  

  • 2017 – Two-brand strategy

    The Company operates with two brands only - BOSS and HUGO. BOSS Orange and BOSS Green have been integrated into the BOSS core brand as of the Spring/Summer 2018 collection.

  • 2016 – 20th anniversary of the HUGO BOSS PRIZE

    In 2016 HUGO BOSS and the Guggenheim Museum in New York celebrate the 20th anniversary of the HUGO BOSS PRIZE.

  • 2015 – Permira exit

    Principal shareholder Permira sells its shares in HUGO BOSS AG.

  • 2014 – HUGO BOSS & Parsons The New School for Design

    HUGO BOSS and Parsons The New School for Design announced a major new scholarship in the amount of $250,000.

  • 2013 – Jason Wu

    Jason Wu takes up the position of Artistic Director for BOSS Womenswear. The Taiwan-born, New York-based designer becomes responsible for the entire womenswear line up from HUGO BOSS, including ready-to-wear and accessories.

    The presentation of his "Gallery Collection" in February 2018 in New York marks Jason Wu’s finale as Artistic Director of BOSS Womenswear. 


    HUGO BOSS ASIA ART creates a new art award in Asia, following the HUGO BOSS PRIZE co-founded in 1996 by HUGO BOSS and the Guggenheim Foundation. This groundbreaking biennale award which aims at recognizing the significant achievements in contemporary art in Asia, is conceived and curated by the Rockbund Art Museum that carries a stipend of ¥300,000. Kwan Sheung Chi is the inaugural artist to receive the first biennial award.

  • 2013 – Cooperation with the German Football

    Since May 2013 HUGO BOSS has been the official fashion outfitter of the German national soccer team as well as of the German national under-21 soccer team. Off the pitch the athletes showcase classic business looks and laid-back casual outfits.

  • 2013 – Integration of BOSS Selection into the BOSS core brand

    The BOSS Selection products are merged with the BOSS collection. This move underscores the luxury and premium standards of the core brand and simultaneously enhances the uniqueness and clarity of the global brand image. The tailored suits MADE TO MEASURE are now available under BOSS and mark the luxurious peek of the fashion house’s collections.

2006 – 2012

  • 2012 – Fashion Show

    In 2012 the first Fashion Show was flanked by an international online and social media campaign that climaxed with a true premiere: the first 3D live stream of a fashion show. Whether in Berlin, Shanghai or New York in future every customer could watch the spectacular shows live and in high quality.

  • 2011 – BOSS Selection MADE TO MEASURE

    In 2011, HUGO BOSS launches its most luxurious line with BOSS Selection MADE TO MEASURE and the MADE TO MEASURE Service, offering tailored suits for men. Choosing from an array of the finest Italian fabrics and exquisite materials the customer can assemble his very own MADE TO MEASURE suit, along with custom-made shirts and ties.

  • 2011 – Online-Store in Mandarin

    In 2011 the Group relaunches its online store in Mandarin for the Chinese market.

  • 2011 – BOSS Home

    By awarding a license for bed and bath products HUGO BOSS creates a comprehensive lifestyle. Inspired by the Group's fashions, the Home Collection comprises elegant, modern bedding, bath and beach towels that feature high-quality workmanship.

  • 2010 – Partnership with "Save the Children"

    Children are the focus of the charity work at HUGO BOSS. Flanking its partnership with UNICEF, the company launched a joint project with the children's rights organization "Save the Children" in 2010.

  • 2010 – BOSS Green Womenswear

    In the Fall/Winter 2010 season, HUGO BOSS premiers a further women's collection - as a complement to the successful BOSS Green men's collection. The line's looks are geared toward trend-conscious, athletic women with an active and modern lifestyle.

  • 2009 – iPhone and social media

    Since 2009 iPhone owners have been able to explore the world of HUGO BOSS using a dedicated app – in addition to viewing the more detailed presentation on the corporate website. The company also maintains online channels on the video portal Youtube and the social networking sites Facebook, Twitter and FourSquare.

  • 2009 – Kidswear license

    The year 2009 sees HUGO BOSS awarding a license for children's clothing. Keyed to the positioning of the BOSS core brand, the collection features a versatile wardrobe offering a rich variety of looks for children and teens that are suitable for recreation and more formal occasions.

  • 2009 – BOSS Selection Tailored Line

    In February 2009, HUGO BOSS adds a true superlative to the realm of luxury apparel: the BOSS Selection Tailored Line. For the first time ever, full canvas construction is achieved – i.e. every step involved in creating a suit is performed by hand. In 2011 the Tailored line is integrated into the MADE TO MEASURE concept.

  • 2008 – Online-Store

    HUGO BOSS' online store in Great Britain is launched in September 2008. Today online stores have also opened in Germany, Austria, the Netherlands, France, and the USA. Additional stores around the world are due to follow. 2011 sees the relaunch of the online store in Mandarin for the Chinese market - a milestone in the e-commerce business.

  • 2007 – Partnership with UNICEF

    Having supported children’s charities for several years, HUGO BOSS – in conjunction with the children’s aid organization UNICEF – begins building schools in Africa’s poorest countries during 2007. Within the framework of this project, schools in Angola, Malawi, Rwanda, Mozambique, Zimbabwe and South Africa have been opened or renovated and supplied with new teaching materials.

  • 2006 – BOSS in New York

    On the evening of October 17, 2007 HUGO BOSS presents its BOSS Spring/Summer 2007 collection at the historic Cunard Building in Manhattan. It is the first time the Group is showing its collection in New York. 

  • 2006 – Brand portfolio without BALDESSARINI

    In 2006, the brand portfolio changes and the collections from BALDESSARINI are discontinued. The luxury positioning of BALDESSARINI is now represented by BOSS Selection within the HUGO BOSS brand universe.

  • 2006 – BOSS Orange Womenswear

    For the 2006 summer season a BOSS Orange Womenswear collection – offering the same casual, individualistic and upbeat styles as the existing men's collection – is launched for women.

2000 – 2005

  • 2004 – Shoes & leather goods

    Shoes and leather goods perfectly complement every look. In January 2004, footwear and leather goods manufacturing is incorporated into the HUGO BOSS Group.

  • 2004 – BOSS Selection

    As modern consumers' tastes become more sophisticated, demand for supreme quality and perfect workmanship grows. For a leading brand like BOSS, it is important to satisfy these changing market requirements with innovative solutions – and thereby offer products that completely cover the high-quality menswear segment. To answer this need, the luxury line BOSS Selection is first presented for Fall/Winter 2004.

  • 2003 – Sailing sponsorship

    In 2003 the Group's sports sponsorship activities are extended to sailing. And until end of 2021, the crew of the HUGO BOSS yacht, led by skipper Alex Thomson, has been exclusively outfitted with a specially manufactured sailing collection.

  • 2003 – BOSS Green

    BOSS Golf is repositioned within the HUGO BOSS brand world with a new concept and renamed BOSS Green: Functional materials and BOSS fashion know-how are synthesized in this everyday apparel with a sporting twist. The result is a coherent collection with strong colors and high-impact looks.

  • 2000 – BOSS Womenswear

    The year 2000 sees the first women's collection launched under the BOSS core brand. This collection is aligned alongside the BOSS men's collection in the high-end fashion market. BOSS Womenswear offers the exclusive designs and feminine looks that appeal to modern, successful, and self-confident women with a natural zest. Classic tailoring as a tribute to the roots of the fashion house become more and more relevant within the womenswear collections, emphasizing the precise cut and the sophisticated details of the individual piece.

1990 – 1999

  • 1999 – BOSS Orange

    An international event marks the launch of BOSS Orange in 1999. The casualwear line provides an additional platform for sports- and leisurewear within the HUGO BOSS brand world – flanking the classic and elegant BOSS collection and the younger and more progressive HUGO brand.

  • 1998 – HUGO Womenswear

    The year 1998 is a milestone in HUGO BOSS' company history, marking the launch of its first women's collection – under the HUGO brand. In the meantime women’s collections have also been introduced for the brands BOSS, BOSS Orange and BOSS Green. Many of the HUGO Womenswear pieces become absolute Must-haves.

  • 1997 – BOSS Golfwear

    Tapping its long-term experience in golf sponsorship, HUGO BOSS launches the BOSS Golf Collection in 1997. The collection includes high-quality sportswear that meets golfers' standards both on and away from the course.

  • 1996 – Watch license

    The first watch license is granted in 1996 for BOSS. In 2007 a BOSS Orange watch collection was added.

  • 1996 – HUGO BOSS PRIZE

    The HUGO BOSS PRIZE is established jointly with the Solomon R. Guggenheim Foundation in 1996. Innovation and creativity are the deciding criteria for the prize, which is awarded by an international jury comprised of museum curators, critics, and collectors every two years until end of 2021. With its stipend of 100,000 USD, the HUGO BOSS PRIZE has since become one of the most important awards in the field of contemporary art. The American artist Matthew Barney is the first recipient of the accolade.

  • 1995 – Arts sponsorship

    HUGO BOSS begins sponsoring contemporary arts in 1995. The partnership with the Solomon R. Guggenheim Foundation is sealed, creating the foundation for the HUGO BOSS PRIZE which is awarded for the first time in 1996.

  • 1995 – Footwear license

    The granting of a license for shoes adds a new dimension to HUGO BOSS and its collections. In 2004, production of shoes and leather accessories is integrated into the company and expansion has been ongoing ever since.

  • 1993 – Tri-brand strategy

    HUGO BOSS introduces its tri-brand strategy in 1993. Two new brands, HUGO and BALDESSARINI, are added to augment the core BOSS brand. HUGO's progressive, innovative style and BALDESSARINI's luxurious, sophisticated appeal open the doors to new target groups for HUGO BOSS fashions. In 2006 the collections from BALDESSARINI are discontinued.

1970 – 1989

  • 1989 – Eyewear license

    In 1989 HUGO BOSS grants a license for eyewear including sunglasses. With their innovative designs and classic elegance, the eyewear collections reflect the individual brands perfectly.

  • 1985 – Golf Sponsorship

    HUGO BOSS enters the field of golf sponsorship in 1985. The former world number one Bernhard Langer becomes the first professional to wear BOSS on the world's fairways and there are many others to come like Phil Mickelson and Martin Kaymer. Today HUGO BOSS continues to expand its golfing activities.

  • 1985 – HUGO BOSS Group

    In 1985 essential changes take place regarding the company structure. HUGO BOSS is listed on the German Stock Exchange in Frankfurt.

  • 1984 – BOSS initiates licensing operations

    HUGO BOSS ventures into a new market in 1984 by granting its first fragrance license. Ever since, HUGO BOSS fragrances have numbered among the most successful products in their segment and regularly featured among the top-selling scents.

  • 1972 – Motorsports sponsorship

    HUGO BOSS has already begun to hone an international profile when it started sponsoring motorsports during the early 1970s. These activities prove the perfect vehicle for promoting the BOSS brand image and fostering its popularity among a global audience.

  • 1970 – Creation of the BOSS brand

    The fashion-awareness of men increased in the 1970s and their demands in aesthetics changed distinctly. The BOSS brand – with its high-quality men's collections – was launched in the early 1970s. It is the era of extremely narrow shoulders and two-button, single-breasted blazers. BOSS is registered as a brand in 1977.

1946 – 1969

  • 1960 – Initial standardized production of men's suits

    In 1960 the first off-the-peg suits for men are produced, laying the foundations for the company's future success. In 1969 Eugen Holy's sons – Jochen and Uwe Holy – take over the company, gradually reshaping it into the international fashion group familiar today.

  • 1950 – First men's suits

    Following the Second World War manufacturing is progressively expanded under the guidance of Hugo Ferdinand Boss' son-in-law Eugen Holy. The first orders for men's suits are received during the 1950s.
    By 1950 the company has 128 employees on its books, a number that continues to rise in the following years.

Study on the Company's Foundation

Below you will find a summary of a study produced on the history of Hugo Ferdinand Boss (1885-1948) and his company. The full version of the study was published by the HUGO BOSS Group in August 2011. The management considered it exceptionally important to have this segment of the company history thoroughly investigated in light of the continuing public and media interest.

The study and its summary were produced in cooperation with the highly respected Gesellschaft für Unternehmensgeschichte – a German institution devoted to chronicling corporate histories – and its independent historians. The Group wishes to emphasize that it was not involved in the research or writing and that no influence whatsoever was brought to bear concerning the study's form or content. 

In the past HUGO BOSS AG has often been confronted by vague statements regarding its history. Hugo Ferdinand Boss established his workshop in 1924, as a consequence of which his company operated during the Third Reich and the Second World War. During this period the factory employed 140 forced laborers (the majority of them women) and 40 French prisoners of war. When the Group became aware of this fact, it made a contribution to the international fund set up to compensate former forced laborers.

Out of respect to everyone involved, the Group has published this new study with the aim of adding clarity and objectivity to the discussion. It also wishes to express its profound regret to those who suffered harm or hardship at the factory run by Hugo Ferdinand Boss under National Socialist rule.

The company history "Hugo Boss, 1924-1945. The History of a Clothing Factory During the Weimar Republic and Third Reich" by Roman Köster is available from bookstores and – directly – from HUGO BOSS AG. This full-length study can be ordered from history@hugoboss.com.

Should you have any questions on the study or the summary presented here, you can contact us at the same address: history@hugoboss.com.


In the realms of fashion, art and sports alike – there are many facets to success. HUGO BOSS will continue to work on its great success story and to inspire people in the future.