Boss Soul Eau De Toilette by Hugo Boss

Hugo Boss Brand Profile

When Hugo Boss started his outfits factory, fashionable suits and scent were not on the agenda. Now, Hugo Boss is a well recognized universal fashion empire with a string of shops in 102 countries, more than 5000 retail outlets as well as an annual revenue of over half a billion dollars. In spite of this, it was not always so good for the man whose corporation produced one of the world's most fashionable men's clothing lines and now additionally features Hugo Boss fragrance along with other men's accessories.

Hugo Boss started his clothing company during 1923 in Metzingen, where it is even now situated, a little municipality south of Stuttgart, Germany. However, due to the financial climate in Germany at the time Boss was forced into bankruptcy during 1930. Undeterred, Hugo set up a new company and during 1931 became a member of the Nazi party. Along with the advance of Adolf Hitler in 1933, Boss's business also began to do well as he became the formal provider of uniforms to the SA and SS guards.

With the defeat of Nazism in 1945, Boss was accused of being sympathetic to the Nazi regime and was denied the permission to take part in an election in Germany and forced to pay a fine. He died during 1948 although his business survived and in 1953, with the requirement for SS uniforms finished, the business turned its hand to manufacturing suits. The timing was just right, as the male fashion industry was just establishing itself and through the 60's and 70's Boss suits became the standard for quality, fashionable menswear.

In 1985 the business was floated on the stock exchange and the biggest shareholder is now the Marzotto textile group. In 1993, exactly seventy years after it was founded, Hugo Boss launched its initial scent, consequently making a division of the business which has steadily grown to become a key area of business for the company.

Today there are two main clothing lines - Hugo Boss and Hugo. The Baldessarini brand, named after the chief designer Werner Baldessarini (who left in 2002), was discontinued following the issue of the spring/summer compilation of 2007. Baldessarini is now an independent business unit which concentrates on a more esteemed image than its two sister labels. It offers, akin to the other Hugo Boss brands, clothes, footwear, perfumes as well as accessories but left Hugo Boss after the Spring/Summer 2007 collection had been despatched to boutiques. This is due to the newly launched 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 also be in charge of marketing.

In addition to suits, over the years Hugo Boss has branched out into shirts, ties, tuxedos, underwear, shoes, sunglasses including a series 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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