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Slick, sleek, and super chic, Hugo Boss is one of the most recognizable suiting labels in the world. In the forty-five years since the house began, the label has been a dominant force in the market. Founded in 1923 by the eponymous Austrian tailor, the brand began life as a work-wear manufacturer before it re-invented itself with stylish suits for men in the 60s, the fashion line Boss in 1970, and finally, the womenswear line Hugo, which launched in 1998. Over the years, Hugo Boss has had a longstanding relationship with the world of sports. During the 70s, the label sponsored Formula1 driver Nikki Lauda, while in the 80s it turned its hand to golf by sponsoring Bernhard Langer, and, later, to tennis, by means of the Davis Cup. Today the design team is led by Lothar Reiff and in 2013, the brand celebrated its big 2-0 with the new ‘sophisticated rebel’ range, courtesy of design duo Eyan Allen and Bart de Backer. Apparel aside, you can’t talk about the Boss without bringing up the Hugo hunks (see any Hugo Boss ad) whose kiss-marked faces have adorned the walls of teenagers everywhere.


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