Casual – the new normal

In 2020, a fashion trend that had been gathering momentum for some time went into overdrive. Casualization. The word on everyone’s lips was reflected in unprecedented demand not only for cozy, comfortable pieces – soft cotton tees or the ubiquitous sweatpants – but also for new reinterpretations of timeless tailoring – suit pants in fluid jersey with a sporty drawstring waist, or a bomber jacket in lightweight Italian wool.

At HUGO BOSS, we are not simply responding to this new way of dressing – we are at the forefront of the change.

For several seasons now, the share of casualwear in our business has been steadily expanding. Our newly announced collaborations with American sportswear pioneer Russell Athletic and the National Basketball Association (NBA), with the first capsule collections arriving in 2021, reflect this evolution – as do our exceptionally successful partnerships with Anthony Joshua and Porsche.

Casualwear, athleisure, and casual tailoring are on the fast track, already representing the vast majority of our business , and reflect the modern lifestyle of our customers. And while our formalwear is synonymous with our heritage, it never stands still. From the Washable Suit to Performance Tailoring, our seasonal innovations ensure our tailored pieces have never been so versatile, so contemporary, and so easy to wear.

A new face for a new era

Chris Hemsworth – our new BOSS global brand ambassador – reflects the new profile of the BOSS man in this changing world and a new definition of one of our core values: success.

An actor, entrepreneur, family man, and keen surfer with a passion for nature, Hemsworth embodies a modern and multifaceted vision of success – one that is authentic and approachable. Like our customer, he may wear a T-shirt more frequently than a sharply cut suit – but both represent an aspect of who he is, and both pieces should be uncompromising in terms of quality and style.

Fashion never stands still. And neither do we. The future is casual – and we are ready to lead the way into a whole new era of dressing well.


BOSS and HUGO - two strong brands with a very unique style.

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Our strategy

The vision of HUGO BOSS is to be the most desirable fashion and lifestyle brand in the premium segment of the global apparel market.