HUGO BOSS Celebrates a Century of Style
Celebrating 100 years of style, EJ honours the iconic HUGO BOSS brand in its milestone year.
Words by Josh Williams
This year, HUGO BOSS marks a significant milestone, celebrating 100 years of shaping global fashion. From humble beginnings to a household name in both luxury and style, this international name has been synonymous with innovation, quality and an enduring legacy. As the brand celebrates this centenary, EJ reflects on what makes HUGO BOSS aspirational yet timeless, especially for a generation of tastemakers who crave substance and style.
Founded in Metzingen, Germany, HUGO BOSS started as a small workshop but soon evolved into a leader in luxury fashion. For a century, HUGO BOSS has defined and redefined classic elegance, producing iconic pieces like the power suit – a staple of high-end business wear that has resonated across generations. This commitment to impeccable tailoring and quality craftsmanship has made HUGO BOSS a go-to choice for those who value timeless design and sophistication.
Each chapter of the brand’s history is a testament to its resilience, quality and dedication to creating pieces that last. From pivotal collections and unforgettable campaigns to its expansion into the global powerhouse it is today, HUGO BOSS’ journey over the past century reflects a brand that has not only withstood the test of time, but also evolved with it.
HUGO BOSS is more than a brand; it’s a promise of quality and innovation. Today’s younger audience, which cares deeply about the story behind what they wear, find themselves drawn to the brand’s meticulous approach to design and its commitment to longevity. The label’s focus on quality is evident in every piece – from sleek suits to refined casual wear, each garment showcases precision, durability and style.
Innovation has also been a driving force behind their success. Over the years, HUGO BOSS has expanded beyond fashion, introducing fragrance, accessories and digital-first initiatives, ensuring its appeal to modern, tech-savvy consumers. A key example is the brand’s forward-looking CLAIM 5 strategy, a vision that focuses on digital transformation and sustainability, highlighting HUGO BOSS’ commitment to not just moving with the times but actively shaping them. This approach resonates particularly well with a generation that values both high-quality craftsmanship and socially responsible business practices.
In honour of its 100th anniversary, HUGO BOSS has gone all out with exciting events and initiatives that bridge fashion’s legacy with its future. The brand’s centennial theme, “SHAPE. TOMORROW.” highlights its commitment to an evolved, progressive brand ethos. This theme comes to life with a series of global celebrations, digital experiences and futuristic campaigns that embody HUGO BOSS’ vision for the next generation.
Among the most talked-about celebrations is the world’s first hologram campaign for the BOSS line, a cutting-edge approach that merges fashion with technology to create a truly immersive brand experience. HUGO BOSS is also diving into the metaverse with a mental health collaboration alongside Imaginary Ones, bringing style and self-care into a shared virtual space. These initiatives are designed to resonate with younger audiences who value both high fashion and a sense of social responsibility.
As HUGO BOSS celebrates its first 100 years, the brand remains committed to its roots while constantly evolving to meet the needs and expectations of new generations. Through high-quality, iconic pieces and forward-thinking campaigns, HUGO BOSS has spent the last century setting the bar high in luxury and style. With a vision that boldly shapes tomorrow, this centenary celebration is just the beginning of what HUGO BOSS has in store for the next century of style.
