Boss news and archive

'Why couldn’t you get a proper job?': Hugo launches Red Means Go – a new platform for fearless ambition

Many young people grow up navigating the gap between what's expected of them and what they truly want to pursue. Yet a new generation is emerging—one that's quietly rejecting the corporate grind to redefine success on their own terms. In a world that keeps telling them to stay put, they're choosing to GO. HUGO is responding to this cultural...

FashionPress Release

Meghann Fahy and Corey Mylchreest lead the way as new faces in cast of rising stars for Boss Spring/Summer 2026 campaign

This season, BOSS shines the spotlight on a new cast of BOSSes in its Spring/Summer 2026 brand campaign: a group of individuals who embody what it means to ‘Be the Next’ – those who inspire, lead, and light the way for others by breaking through – all while turning self-belief into strength. Two bright leads illuminating the new-season BOSS...

FashionPress Release

David Beckham unveils first look from Boss by Beckham

David Beckham attended the BOSS Fall/Winter 26 Fashion Show in Milan wearing a key look from the upcoming BOSS BY BECKHAM collection – debuting pieces from the new selection, which will officially launch in March. David wore a two-piece, single-breasted brown suit, precisely cut for a slim fit and made from a light, summery blend of virgin wool,...

Fashion

Boss debuts innovative NovaPoly yarn at Australian Open

German fashion brand Boss is set to debut an innovative degradable recycled polyester yarn for its tennis kits worn by players Taylor Fritz and Matteo Berrettini at the Australian Open in Melbourne, Australia, this month. The NovaPoly yarn is a recycled alternative to virgin polyester, developed by Boss in collaboration with Jiaren Chemical...

People

Former Tory Burch executive Kerstin Dorst to lead Hugo Boss womenswear

Metzingen, Germany-based fashion group Hugo Boss has appointed Kerstin Dorst to the newly created role of senior vice president of womenswear. Dorst will take up her new role effective January 15, Hugo Boss announced on Thursday. In this position, she will report to Oliver Timm, chief sales officer at Hugo Boss. New head of womenswear comes from...

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Business

Hugo Boss now sees annual targets at lower end of ranges

Fashion group Hugo Boss is taking a more cautious view of the current year. For 2025, sales and earnings before interest and taxes (EBIT) are expected to be at the lower end of the forecast ranges of 4.2 to 4.4 billion euros and 380 to 440 million euros respectively, due to economic uncertainties and negative currency effects. In the third...

Fashion

Boss named fashion partner for Tottenham Hotspur

German fashion brand Boss, part of the Hugo Boss group, is strengthening its connection to sport after being named the official fashion partner of Premier League football club Tottenham Hotspur for the 2025/26 season. The deal will see Boss dressing both the first team squad and coaching staff in Boss looks for selected games and “special...

People

Frasers Group CEO appointed to Hugo Boss board

Michael Murray, the chief executive officer of Frasers Group, has joined the board of Hugo Boss. His election reaffirms the British retail giant’s commitment to the German brand, for which it currently holds a 19.2 percent stake. Murray’s appointment was confirmed in Hugo Boss’ Annual General Meeting, during which it was also announced that...

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Business

Difficult market conditions: Hugo Boss reports decline in sales and profit in first quarter

The Metzingen-based fashion group Hugo Boss AG felt the impact of the current adverse market conditions in the first quarter of the 2025 financial year. On Tuesday, the company announced declines in sales and earnings. However, the clothing supplier maintained its annual forecasts. “Following a successful final quarter in 2024, our business...

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Business

Despite record sales, Hugo Boss annual profit drops 17 percent

German fashion group Hugo Boss AG achieved record sales in fiscal year 2024. However, profits fell significantly short of the previous year's level, according to the company's annual report released on Thursday. Annual sales increase by 3 percent Group sales reached 4.31 billion euros last year, a 3 percent increase compared to 2023, marking the...

Culture

Boss appointed presenting partner of new Art Basel Awards

German fashion brand Boss has been named the presenting partner of the Art Basel Awards, a new initiative designed to recognise the broad impact of certain practices and contributions to art. Through the partnership, Boss said that it aims to “recognise those driving the future of art through their creativity, vision and the strength of the...

People

Gap, HeyDude and Tom Ford: Brand ambassadors on the move this week

It was a busy week for brands and their respective ambassadors, many of whom were selected for their connections to a younger generation of potential shoppers, a group brands are continuously trying to align with. Here are some of the biggest collaborations of the week, some ringing in the launch of the all important autumn campaigns. HeyDude...