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Hugo Boss launches denim sub-brand Hugo Blue

Chloe Burney
09 May 2023

Thanks to its successful rebrand last year, Hugo Boss is expanding its portfolio with its new line Hugo Blue, set to launch in the summer of 2024.

Hugo Blue will act as a denim-focused line for younger men and women, following the brand’s "easy and unconventional look and feel". Its aesthetic is inspired by street culture and embraces a relaxed approach. Though denim is at the core of the brand, it includes a line-up of jersey, knitwear, outerwear and accessories.

The new brand introduces the well-known HUGO logo in blue, representing a "bold, fresh, and young style".

Daniel Grieder, CEO of Hugo Boss, commented: "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 realize the brand’s full potential. We want to inspire our customers and are confident that Hugo Blue will attract new fans for HUGO."

Rather than adhere to the fashion calendar, Hugo Blue will release four collections per year. It will have the same entry price level as the existing HUGO brand line.

The launch of the line will be supported by a 360° marketing rollout and shop concept dedicated to the younger target group.

Hugo Blue products will be available worldwide at Hugo retail stores and online at from February 2024.

Just last week, Hugo Boss reported revenues are up by 25% percent to £851m (€968m) in the first quarter of 2023. The strong start to the year was driven by the continuation of the Claim 5 strategy, which provided "substantial tailwinds throughout the quarter".

Operating profit (EBIT) increased by 63% to £57 million (€65 million) in Q1. This development was driven by strong top-line performance.

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