In the past two weeks there was no escaping the HUGO BOSS rebrand, they simply flooded social media. Yet, they were not the only ones with big news, at the start of February Gucci dropped its latest NFT project.
A fresh breeze
After almost 50 years HUGO BOSS announced a historic refresh of the brand, launching new logo’s for its HUGO and BOSS collections. Following a 33% decrease in sales since covid, the company appointed Daniel Griedner in 2020 as new CEO. When he officially joined the company in 2021 he decided to dust off the German brand that has always focused on excellent suits. The logo refresh and omnichannel brand experience is centered on a more playful and casual aesthetic while staying true to the brand codes.
Gen z
And thus two new brands were born. On the one hand we have BOSS, #BEYOUROWNBOSS that presents minimalist smart casual looks. BOSS targets a younger, more modern demographic through a social first campaign that includes stars like Hailey Bieber, Kendall Jenner and rapper FUTURE. Furthermore, BOSS has announced a strategic partnership with Tiktok star Khaby Lame, who made his runway debut during the Milan Menswear show. On the other hand we have HUGO, #HOWDOYOUHUGO, that focuses on the street cool GenZ’er through Guerilla Marketing and Tiktok dance challenges.
Gucci x Superplastic Collab
Hugo Boss is not the only brand making efforts to stay contemporary and in touch with the younger more digital audience, Gucci is one of the leading brands experimenting with the metaverse and NFT’s (non-fungible tokens). In 2020 the brand launched its first collaboration with Superplastic named the Gucci Sneaker Garage project. This month the brands are taking their partnership to a new level by launching an ultra limited edition series of NFT’s in three drops. The first one was launched on February 1st and included 10 NFT’s that pay homage to Gucci’s signature patterns, icons and motifs accompanied by ceramic sculptures. Moreover, it enables users to visit the Gucci vault with Superplastic’s celebrities and artists Janky & Guggimon. The other two drops are unknown so far.
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After almost 50 years HUGO BOSS announced a historic refresh of the brand, launching new logo’s for its HUGO and BOSS collections.
