The Teutonic image of professionalism, quality, and success are the essence of the Hugo Boss brand.  It appealed tremendously to its initial market of young businessmen who wanted to convey a fashion sense as well as conform to the innate traditions of big business.  Hugo Boss came to be viewed as the clothing counterpart to the BMW.  Today, Hugo Boss is a more a corporate presence than a fashion leader - it provides smart formalwear that men can and do wear both during the day and at evening occasions.

Baldessarini is the top end line,  BOSS is main line menswear, Hugo and HugoWoman target a slightly trendier younger generation.  Licensed production results in accessories, eyewear, perfumes, watches and underwear – though you a see a lot more CK’s sticking out of pants than HB’s !