In 2024, HUGO BOSS crosses a major milestone with its 100-year anniversary.

It’s a landmark moment that will be celebrated with special events throughout the year with all of our employees around the world. As we celebrate our achievements today, we will also be looking forward to the next 100 years, inspired by our future initiative: SHAPE. TOMORROW.

Discover more about the history of HUGO BOSS by visiting our Historical Timeline.


We continue to build on our solid foundation of fashion expertise, while keeping our eyes firmly on the future. Driven by our CLAIM 5 strategy, we SHAPE. TOMORROW. by staying bold and innovative, and having a clear sense of purpose.

Our commitment to shaping the future will help us redefine fashion and beyond, actively pursuing forward-thinking initiatives in tech, sustainability, and the workplace that will propel us into the next century.

We are excited for this new era, and all the incredible opportunities ahead for us.

We are supporting some incredibly innovative and progressive initiatives — here we highlight a few:

Digital Campus

The campus will serve as an innovative and creative data hub with three main pillars: eCommerce, Advanced Business Analytics, and Technology and Data Platform.


BOSS is the first fashion brand ever to launch a major global campaign using a large-scale hologram.


Commemorating World Mental Health Day, HUGO has announced a collaboration with renowned Web 3.0 company, Imaginary Ones on a holistic, 360-degree metaverse experience.