Hugo Boss launches denim line under its Gen Z brand
Hugo Boss is launching Hugo Blue, a dedicated denim line, next year as it builds out its Gen Z-facing Hugo brand.
Hugo Boss is launching a dedicated denim line, Hugo Blue. It’s the latest move in a bid to appeal to younger consumers with separate brands and the biggest category launch since it split into Hugo and Boss in the last year. Blue, in an additional push for Gen Z, will sit under the Hugo brand. “In line with our new brand direction and 24/7 approach, we are continuously expanding our range of casualwear offerings,” Hugo Boss CEO Daniel Grieder said in a statement. “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.” Read more on www.voguebusiness.com
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