HUGO BOSS enters the Metaverse
HUGO BOSS enters the Metaverse


We are in 2022, and the digital community that emerged following the explosion of social media is undergoing a paradigm shift. This community is gradually evolving towards the next iteration of the internet, led by technologies such as blockchain, NFTs, mixed reality (AR/VR) and spatial computing. Welcome to Web 3.0 and the metaverse!

But what exactly is the metaverse? There is no widely accepted, single definition of the term, but it is broadly understood to be a collective virtual world, accessible through different computer interfaces. Here, individuals can navigate through a variety of spaces as an extension of their real-world personalities with all their unique traits. 

People spend time, even interact, in this virtual world, which coexists with the physical world. Rather than a completely separate universe, it is better conceived as a new “layer” to our physical experiences – with the two set to become ever-more closely entwined in the future.

HUGO BOSS enters the Metaverse
No one knows for sure how the metaverse will evolve. However, it already has an undeniable presence in our lives, mostly visible through initiatives like NFTs, social gaming, online concerts attended by avatars, and other virtual elements or immersive experiences. The metaverse is as much about human behavior as it is about technology. And it is all set to transform the way we, as humans, collaborate, consume, socialize, and live.

Estimates of the value and potential of the metaverse vary, but a recent market research report from Fortune put its market size at over $100 billion in 2022, predicting that it will grow to more than $1,500 billion by 2029.

The huge business potential of the metaverse is drawn from the gaming industry, which already engages 40% of the world’s population, as well as myriad virtual elements: real estate, NFTs, and digital clothing for avatars.

This is where we come in. Fashion is the starting point of our metaverse journey. At HUGO BOSS, our motto is: we love fashion, we change fashion. The metaverse is an integral part of our growth journey as we target becoming the world’s leading premium, tech-driven fashion platform.

Our aim, in entering the metaverse, is to help customers connect their physical and digital identities, and offer them an exciting and engaging omniverse experience. 


We have already taken our first steps into the metaverse. In 2021, five BOSS NFTs, along with their physical twins, were given away to the winners of a TikTok challenge linked to our BOSS x Russell Athletic ‘phygital’ fashion show in Milan.

In March 2022, we partnered with the global initiative Boss Beauties to auction NFTs for an empowerment project celebrating International Women’s Day.

Today, we are ready to begin building a strong presence in the metaverse. Watch this space to learn more about our exciting new NFT collection, coming soon!
HUGO BOSS enters the Metaverse

Further information

BOSS x Russell Athletic "phygital" Fashion show

As part of the social-first experience, HUGO BOSS announced a dance challenge, #BOSSMoves on TikTok. Five lucky winners received an exclusive, digital BOSS x Russell Athletic NFT (Non-Fungible Token) bomber jacket as well as its physical, wearable counterpart.


If we were to encapsulate humanity’s recent evolution in one word, it would probably be 'digital'. It is what is redefining our fast-changing world, as well as humanity itself, as its popularity is only just peaking.


Today's world is digital, and tomorrow's will be even more so. This is also true for the fashion industry. To stay future-oriented, HUGO BOSS is therefore focused on advancing digitalization throughout the entire company.