Can Hugo Boss really be cool?

“You can climb a mountain with that,” Mr Grieder proclaimed, saying that gross sales of fits for the model have rebounded over the previous summer season, together with decreased lockdown measures all over the world. “Folks needed to decorate up and exit to eating places.”

(The “go well with of tomorrow” hits shops “on the finish of January.”)

There are nonetheless some basic Hugo Boss parts amidst these new garments: European tailoring, preppy billowy button-downs. (Mr. Grieder would not wish to alienate the model’s current clients, who may discover the brand new look a bit daunting.) However there are additionally some forward-thinking parts. A spotlight comes from the Boss line within the type of an outsized set with lengthy sleeves and shorts, obtainable in fashionable burnt orange. And girls’s lounge shorts have the cumbersome proportions of basketball shorts and flirt with androgyny.

Why is Mr. Grieder so satisfied that that is the proper manner? As a result of, he stated, he has a secret weapon: Gen Zers himself.

All through the overhaul, Hugo Boss employed youngsters to work as consultants and help with picture shoots. “Gen Zers are a uncommon commodity,” stated Miah Sullivan, who oversees advertising and communications at Hugo Boss and is a millennial herself — though maybe it is more true that Gen Zers wish to have interaction with executives at massive manufacturers about fits, they usually’re a uncommon commodity .

“I’m going to this Gen Z advisor — he has an company, he is 17 and a full boss — and he offers me recommendation on implementation, enlargement and alter,” Ms. Sullivan stated.

Typically the advisor, whom Ms. Sullivan declined to call, additionally helped the model discover different consultants.

“It is really laborious to search out Gen Z on LinkedIn,” Ms. Sullivan stated. “They’re on TikTok.”

The query now’s whether or not they can even be on TikTok in Hugo Boss.