Boss – which is led by designer Lothar Reiff, photographed above – is now split into Boss Selection (demi-bespoke suiting), Boss Black (mainline), Boss Orange (urban sportswear) and Boss Green (active sportswear) with Hugo womenswear launched in 1998 and Boss Black womenswear in 2000.
In 2004 Marzotto reported that Boss menswear turned over ˆ 1,000 million and Boss womenswear a further ˆ 69 million. Hugo Boss was early in adopting the policy of linking the brand to glamorous men’s sports, such as their pioneering sponsorship deals with Porsche (1971), the Davis Cup (1988), Seve Ballesteros (1988), AC Milan (1995) and Chelsea FC (2004). Like Prada Group CEO Patrizio Bertelli, the house has become affiliated to sailing and sponsored Hugo Boss Farr 65 in the Fastnet Race in 2003.
In 1996 Hugo Boss established the biannual Hugo Boss Art Prize in conjunction with the Solomon R. Guggenheim Museum in New York.