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Hugo Boss looks to leave its stuffy image in the dust

The New York Times 01/26/2022

Hugo Boss built its reputation on a chic Wall Street suit style. The German fashion house is now going casual as it responds to changes in how consumers go about their work and private lives. “For the past six to eight years the brand has just gotten a bit … dusty,” said Hugo Boss CEO Daniel Greider. “I want to, um, how do you say, undust things.”

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