Founded in Metzingen by Hugo Ferdinand Boss in 1923 and synonymous with elegance and luxury, Hugo Boss is a highly respected "made in Germany" product in the fashion world. Over the years, the brand has specialised in different segments and has therefore launched specific sub-brands. Boss was created to give its name to a line with a more sophisticated and formal image. Attentive to the needs of the market, it created several sub-brands, HUGO was launched as a more sporty and casual trend, separating itself from the Boss image.