Part 20 - Hugo Boss x
“We Love Fashion, We Change Fashion” x
Home to around 22,000 people, the Swabian City of Metzingen, Germany, is the birthplace of global royalty, in the luxury shape of Hugo Boss, founded in 1924, by Hugo Ferdinand Boss.
With a meticulously sharp and first class eye for detail, throughout its 101 year tenure, it is no shock, despite its dark notoriety, that the Nazis had their outfits distinctively made, amidst The Third Reich.
Born in 1885 - After initial Military Service, a vital placement as a Weaver and a saucy stint in his Parents’ Lingerie Store, as their heir, the Brown Shirts followed for Hugo, before establishing fully fledged Army Uniforms, for the Nazis.
Mr. Boss was eventually tried and fined for his key involvement with Nazi Compositions, during the Second World War and in 1948, after completely/remorsefully recognising his part in their statement blueprint, he died of a tooth abscess, at the age of 63 (R.I.P.).
*The World Renowned Company, Hugo Boss, consistently expresses a profound regret, that not only was their founder, a loyal supporter of the Nazi Party, to garner contractual agreements, for clothing purposes, using 140 Polish/40 French Prisoners Of War, via forced labour but he was also a keen National Socialist, which Adolf Hitler and his Cronies, duped and twisted, to his/their own ends.
Furthermore, money is never true compensation but the Company has at least acknowledged its part in Nazi History, not only in sincere apologies but also in contributory form, donating money to an International Fund, to aid former forced labourers*.
In 1950, his Son Siegfried and his Son-In-Law, Eugen Holy, were to fuel the extensive take off, of the debonair label, by incorporating their first Men’s Suits Range, entering the market in 1953, employing 128 people in the process.
Eugen’s sons, Jochen & Uwe would then take over the reins, elevating Austrian Designer, Werner Baldessarini to Head Designer, taking the ambitious brand to the next level, internationally, during the 60’s/70’s, from Branded Suits, production for the French Army, the Police, Post Offices, Railroads, right through to Motorsport, via Formula One Sponsorship.
Then came the World Famous Fragrance Range, sensually starting in 1984.
In Golf, Bernhard Langher became the first number one ranked player, whilst sponsored by the brand, in 1986.
1987 was another top year for the Company; this time Tennis, by sponsoring the Davis Cup, which led to a lucrative Japanese Group taking over.
1995 was another massive year for the brand, as they not only got granted a license for footwear (a real tonic for their Leather goods range) but they began sponsoring the Arts, in the visionary shape of Solomon R. Guggenheim, illuminating the distinguished Hugo Boss Prize.
The further significance of workwear/outdoor garments, casual jackets/sportswear and watches alike, has lead to absolute, premium menswear and womenswear, in the ultra stylish form of Boss Black, Boss Orange, Boss Green and Boss Red.
Prestigiously, they are also honoured to be The German National Football Team’s, Official Outfitters, such is their efficient durability and smart aesthetics.
From Miami Vice, to Michael Jackson (Thriller Album Cover).
Sly Stallone (Rocky), David Beckham, to Ryan Reynolds.
To quote Happy Mondays frontman, Shaun Ryder, whose band are no strangers to versatile designer clobber, such as the iconic Hugo Boss raiments - “When The Going Gets Tough, The Tough Go Shopping” (famously holding up a sound-check to do just that!).
High Fashion. High Standards. High Confidence. High Impact.
Remain High. Remain Boss x