German fashion group Hugo Boss has announced the launch of “Hugo Blue,” a new line of more casual and unisex garments, with the first pieces set to go on sale in February 2024.
“In line with the brand’s new direction and our 24/7 focus, we are continuously expanding our range of casual clothing offerings”, explains Daniel Grieder, CEO of Hugo Boss. Thus, “based on the successful brand update of Hugo, it has naturally resulted in us launching a second line under the umbrella of Hugo”. A new label, “Hugo Blue”, from which “we will engage with the younger generation of consumers and harness the full potential of the brand”. “We aim to inspire our customers, and we are confident that Hugo Blue will attract new brand enthusiasts”, Grieder points out.
The collections under the name “Hugo Blue” will feature proposals dedicated to denim fashion, with a simple yet unconventional style. In addition to denim garments, we will see sweaters, knits, coats, and a wide range of accessories. They will be aimed at a young audience with unisex clothing.
The first pieces of “Hugo Blue” will be seen for the Spring/Summer 2024 season, and the ordering season will open this same month of June 2023. However, they will not be available for sale to consumers until an estimated date of February 2024. It will be marketed in the same way as the brand’s main line, and will maintain a similar price range.
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