HUGO, the younger of the two HUGO BOSS brands, champions self-expression and an authentic way of dressing with its brand platform, HUGO Your Way. Globally engaged and culturally fluent, the brand crafts clothes with individuality and attitude for those who dare to break with convention; those who set trends rather than follow them. With the ambition to be the premium brand of choice for the social generation of changemakers, HUGO inspires individuals to embrace a bold, disruptive spirit.