Boss In Motion Eau De Toilette by Hugo Boss

Hugo Boss Brand Profile

When Hugo Boss started his apparel factory, fashionable suits and scent were not on the agenda. These days, Hugo Boss is a well known universal style empire with a group of boutiques in 102 nations, more than 5000 stores along with an annual turnover of over half a billion dollars. However, it was not always so good for the man whose business started one of the world's most fashionable men's clothing lines and currently also features Hugo Boss aftershave and additional men's accessories.

Hugo Boss started his clothing business during 1923 in Metzingen, where it is still situated, a small town south of Stuttgart, Germany. But, owing to the economic conditions inside Germany at the time Boss was forced into bankruptcy during 1930. Undeterred, Hugo formed a new company and during 1931 became a member of the Nazi party. Together with the advance of Adolf Hitler in 1933, Boss's business also began to prosper as he became the certified provider of uniforms to the SA and SS guards.

With the demise of Nazism in 1945, Boss was charged with being sympathetic to the Nazi cause and was denied the right to take part in an election in Germany and ordered to pay a fine. He passed away during 1948 although his business survived and in 1953, with the requirement for SS uniforms gone, the business turned its direction to designing suits. The timing was perfect, as the male fashion industry was just establishing itself and through the 60's and 70's Boss outfits formed the standard for quality, fashionable menswear.

In 1985 the company was floated on the stock exchange and the majority shareholder is nowadays the Marzotto textile group. In 1993, exactly seventy years after it was founded, Hugo Boss launched its first scent, as a result creating a sector of the business which has gradually grown to be a focal area of business for the company.

At present there are two core clothing lines - Hugo Boss and Hugo. The Baldessarini brand, named after the chief designer Werner Baldessarini (who left in 2002), was discontinued after the issue of the spring/summer collection of 2007. Baldessarini is now an individual business division which focuses on a more prestigious image than its 2 sister labels. It sells, similar to the other Hugo Boss brands, apparel, shoes, fragrances and accessories but left Hugo Boss after the Spring/Summer 2007 collection had been sent to boutiques. This is due to the newly released premium Boss line, Boss Black Selection, outselling Baldessarini. Baldessarini fashion was recently sold for up to 9 million euros (Aug. 2006) to Ahlers AG, a fashion brand holding company. Werner Baldessarini will continue to design the collections; he will remain in charge of marketing.

Apart from suits, over the years Hugo Boss has branched out into shirts, ties, tuxedos, underwear, shoes, sunglasses plus a range of mens cologne and womens fragrances.

Today's sub-brands for men include: Boss Black/Boss Black Selection, Boss Green, Boss Orange, Hugo, and Baldessarini. For women: Boss Black, Boss Orange (announced in July 2005 for Spring/Summer 2006 launch) and Hugo. Also part of the brand are Lifestyle Accessories.

All fragrance brands (Hugo, Hugo Boss and Baldessarini) are now owned by Procter & Gamble.

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