BOSS is international. BOSS is dynamic. BOSS is modern. People who wear BOSS are successful, self-confident and strong. Individualists who enjoy life and lead a lifestyle merging business and sports. For men and, since 2000, for women worldwide. They live a cosmopolitan life, at ease with themselves. Achievers who combine family and career with skill and self-assurance.
HUGO is trend. HUGO is different. HUGO is young (18-29 years). People who wear HUGO have fun, enjoy life and take risks. They do not care about rules but live life with a certain irreverence. Independent, unconventional and modern. They enjoy exploring life and having fun with others. The cool look of London, Berlin and New York. Casual, straightforward style. In a word: HUGO.