Impress the ladies with your knowledge of fashion with this brief history of Hugo Boss. For 80 years Hugo Boss has been a leader in men's fashion. Through those years Hugo Boss has risen from a small tailor's shop Germany to a giant in the fashion world. Founder Hugo Boss was a master tailor who owned a small shop in the small town of Metzingen, Germany. Hugo Boss started the company not long after World War I in 1924. After the war, the German economy was in shambles; the terrible economy forced Hugo Boss to file for bankruptcy in 1930. Undaunted by his financial woes, Hugo Boss setup shop again in 1931. Soon after, Hugo Boss joined the Nazi party and was awarded a contract designing and manufacturing uniforms for the SS, SA and Hitler Youth. While Hugo Boss was a member of the Nazi party, there is no proof that he personally subscribed to the Nazi doctrine. It is believed that while Hugo Boss was a member of the Nazi party, he was one of many Germans who joined the Nazis as a survival method to save themselves and their businesses. After the war Hugo Boss took his attention away from uniforms and put all of his attention into the design and manufacture of high end men's suits. Suits and luxury men's wear would be the sole focus of the business for the next 20 years. When Hugo Boss died in 1948, the company continued in the tradition of high-end men's wear, but without the leadership of their founder, the company's stock began to fall.
In 1967 Hugo Boss's grandsons, Uwe and Jochen Holy, took over the company and began to mold into it into the Hugo Boss that we know today. They changed the company's marketing strategy and changed the name to "Boss." The new name was part of the broader strategy to bring these high-end suits to a new breed of modern men–men who where tough, decisive and concerned with a combination of style and impeccable quality. The 1970's brought the age of celebrity endorsements to Hugo Boss. Using 1970s action icon Sylvester Stallone, in combination with fashion forward thinking, increased the marketability and brand recognition of Hugo Boss to millions of men in the United States. In 1992, Germany fell victim to recession. The age of the yuppie was coming to an end and men's appetites for expensive suits began to wane. To combat the changing times–and save their bottom line–Hugo Boss underwent another image change. They changed the name from "Boss" back to Hugo Boss, to soften the companies image. The softer image allowed the company to diversify their clothing line. Instead of limiting themselves to luxury suits, Hugo Boss branched out to include cologne, shoes, and accessories. While some stockholders and old school men's fashion hounds balked at the change, claiming that the change would cheapen the brand, the change was well received by the public, making what was once a luxury brand available to the masses. In the end even those who believed that the changes made Hugo Boss cheap had to hold their tongues, when the company's profits began to increase as a result of these changes.
For over eighty years, Hugo Boss has been one of the leaders in men's fashion, providing men all over the world the best in high-end luxury and casual style. Hugo Boss continues to diversify their men's clothing lines and has evolved to include jeans, t-shirts, sweats and all manner of casual wear. This continued evolution is what keeps Hugo Boss a major player in the competitive world of men's fashion.
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