Can Hugo Boss really be great?

“You can get a mountain in this,” said Mr. Grieder, saying the brand’s clothing sales rebounded last summer, in tandem with scaling restrictions across the country. world. “People want to dress up and go to restaurants.”

(“Tomorrow’s Outfits” will hit stores “late January.”)

There are still some classic Hugo Boss elements among these new clothes: European seams, preppy silhouettes, slim buttons. (Mr. Grieder doesn’t want to alienate existing customers of the brand, who may find the new look a bit surprising.) But there are also some forward-looking elements. A standout from the Boss line, in the form of an oversize set of shorts and a long-sleeve shirt, comes in the trending burnt orange. And women’s shorts have great proportions of basketball shorts, flirting androgyny.

Why does Mr. Grieder believe this is the way forward? Because, he says, he has a secret weapon: Gen Zers themselves.

During the overhaul, Hugo Boss hired teenagers as consultants and assisted with photography. Miah Sullivan, marketing and communications supervisor at Hugo Boss, said: “Gen Zers are a rarity, said: a rarity.

“I went to this Gen Z consultant – he has agency, he’s 17 years old and a complete boss – and he gave me advice on how to do it, how to strengthen it, how to change it,” he said. Miss Sullivan said.

At times, consultants, whom Ms. Sullivan declined to name, also help brands find other consultants.

“It’s really hard to find Gen Z on LinkedIn,” said Ms. Sullivan. “They’re on TikTok.”

Whether they will join Hugo Boss when joining TikTok is now a question. Can Hugo Boss really be great?

Fry Electronics Team

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