Hugo Boss targets younger customers with new denim brand 

Following its brand refresh last year, Hugo Boss is launching a new denim brand in a bid to attract younger customers. 

The group will expand its portfolio with Hugo Blue, a new line under the Hugo Boss brand that will be exclusively dedicated to denim. It is set to launch with a Summer collection in 2024.

The aesthetic of the brand line for men and women is said to be inspired by street culture and “embraces a relaxed approach”, including some unisex styles. While denim is at the core of the collection, it will be complemented by jersey, knitwear, outerwear pieces, and accessories.

Hugo Blue will launch four collections per year and has the same entry price level as the existing Hugo brand line. The line will be supported with a 360° marketing rollout and shop concept dedicated to the younger target group.

The products will be available worldwide in Hugo retail stores and via the online store, and Hugo wholesale and e-commerce partners will also carry the new line. The order season for the first Hugo Blue collection for Summer 2024 starts in June 2023, and products will arrive at the points of sale in February 2024.

Daniel Grieder, CEO of Hugo Boss, said: “In line with our new brand direction and 24/7 approach, we are continuously expanding our range of casualwear offerings. Building on the successful brand refresh of Hugo, it was a natural step forward for us to launch a second line under Hugo. 

“With the new line we appeal to the younger generation of consumers and realise the brand’s full potential. We want to inspire our customers and are confident that Hugo Blue will attract new fans for Hugo.”