Hugo Boss established his company in Metzingen, Germany, in 1923, only a few years after the end of World War I, while most of the country was in a state of economic ruin. Before and during World War II, Hugo Boss's company designed and manufactured uniforms and attire for the troops and officers of the Wehrmacht as well as for other governmental branches of Nazi Germany, including the SS. Hugo died in 1948. 20 years later, two of his grandsons Uwe and Jochen Holy, took over the firm. The business-savvy brothers turned the company around completely, steering it into a new, more promising direction: men's wear.
In 1993, 70 years after its founding, they launched the first fragrance, and created a division which has since grown to be an important part of the company. Women’s fragrances include femme by Boss, BOSS Intense and BOSS Women perfumes. Men’s scents feature the classic BOSS Bottles cologne, as well as BOSS Soul, BOSS in Motion, BOSS In Motion Limited Edition and BOSS Selection. Another fragrance, called simply, Hugo, targets a younger demographic and features a cologne for men and a perfume for women. Other offerings in the fragrance segment include Del Mar Baldessarini cologne by Hugo Boss, Hugo Dark Blue cologne, and Hugo Deep Red perfume.
Today, the BOSS image is represented by four independent and distinctively positioned lines targeting various needs. The menswear collections are focused in BOSS Black on elegant business wear, with BOSS Orange providing up-to-date casual wear and the BOSS Green collection offering performance sportswear. The company's clothing, shoes, fragrances and accessories are available throughout the world in 103 countries and more than 5,000 retail stores.
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