In the mid 20th century, HUGO BOSS found initial success producing uniforms. Since then, they have pivoted to luxury clothing. Now, under HUGO, they are targeting a younger generation. They have begun to partner with content creators on popular social media apps among youth like TikTok and Instagram through videos that use the hashtag #Hugoyourway. HUGO has prioritised its denim lines, and further expands this section in their Fall/Winter 2022 line. Hugo has also unveiled a new monogram, which can be found across their wide range of accessories. The brand’s signature red, white and black are hyper saturated in this new collection.