Boss Gallops into Equestrian Fashion

New Boss Line Expands Portfolio While Targeting High-End Sports Enthusiasts

In a bold strategic move, Boss is diversifying into equestrian apparel, launching its Boss Equestrian collection by September 15. Crafted in collaboration with Bold Equestrian Ltd, the line is poised to meld lifestyle fashion with high-performance gear, designed for both male and female consumers.

Hugo Boss’ foray into this elite sports segment aligns seamlessly with its overarching 24/7 lifestyle philosophy, targeting areas that fit its premium market positioning. The collection’s initial offering will stick to the brand’s signature colors of black, white, and camel, while plans are already in place to expand the color palette in the Spring/Summer 2024 collection. A curated selection of horse accessories will further enhance the product line.

Daniel Grieder, CEO of Hugo Boss, highlights that this venture not only amplifies the brand’s sports offering but also aims to elevate its relevance among both female consumers and male equestrian enthusiasts. Partnering with Bold Equestrian has provided Boss with the expertise needed to penetrate this specialized, high-potential market segment effectively.

To amplify the collection’s launch, a multifaceted marketing campaign is in the works. Featuring a roster of Olympic athletes and influential figures from the equestrian world, the campaign aims to generate immediate traction and brand resonance.

Products from the Boss Equestrian line will be available for purchase online and in specialty stores starting September 15. The subsequent Spring/Summer 2024 collection is scheduled for release in March of next year, indicating that Hugo Boss is in this new venture for the long haul.