After taking over as CEO of HUGO BOSS AG, Daniel Grieder decided to take a revolutionary and ambitious step. He initiated a relaunch of both HUGO and BOSS, two brands that appeal to different customers. On the one hand, HUGO represents the young, progressive Gen-Z; on the other hand, BOSS focuses on the success-oriented, yet trendy millennial ready to take on the world.
Both have a common motif. Whether it's being younger or relatable – ultimately, both strive to move people. And what better way to move the world than through music? It's a work of art that transcends cultures, generations and subcultures. Music is for everybody. It gives people a sense of identity and belonging. The same goes for brands; we believe that a company has its own corporate sound and brand voice. For HUGO and BOSS, their audio branding was a vital move to making the first step into a new era.