Hugo Boss to Launch Denim-skewed Collection Called Hugo Blue

Hugo Boss is shaking things up with a new collection dedicated entirely to denim. Hugo Blue, set to debut in summer 2024, is part of the German company’s brand refresh that started last year. The line, which is aimed at young men and women, will feature jeans, jerseys, knitwear, outerwear, and accessories, inspired by street culture. Some of the pieces will even be unisex.

“We are continuously expanding our range of casual wear offerings,” said CEO Daniel Grieder. “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 realize the brand’s full potential. We want to inspire our customers and are confident that Hugo Blue will attract new fans for Hugo.”

The new line will feature the Hugo logo in blue, complementing the brand’s new 24/7 approach. Hugo Blue marks a continuation of Hugo Boss’s push into casual wear and will help the brand appeal to a younger audience. Fans of the brand are excited to see what fresh and exciting pieces Hugo Blue will bring to the table.