HUGO BOSS

We have launched CLAIM 5 TOUCHDOWN — the next strategy chapter of HUGO BOSS. Since 2021, we have rebuilt our brands and achieved record results surpassing the company’s original € 4 billion target already in 2023, two years ahead of plan.   Building on the success of CLAIM 5, we now take a deliberate step back as we adapt to the current macro-economic environment to refocus, refine and realign our business, and prepare for tomorrow’s growth. On this journey, we will focus on three fields of excellence: 1. Brand Excellence 2. Distribution Excellence 3. Operational Excellence In addition, we will prioritize strong cash flow generation, by reinforcing our financial discipline and delivering consistent returns to our shareholders.   In this context, we are pleased that our strategy was unanimously approved by the Supervisory Board earlier this week.

This holiday season, two iconic German brands — BOSS and Steiff — team up to bring you the coziest festive collaboration yet. ✨ Discover a collection of men’s, women’s, and kids’ apparel in comforting cream and brown hues, featuring teddy-textured coats, jackets, hoodies, and more. Complete the look with exclusive Steiff teddy bears and charms, including collectors’ editions for our XP members.       BOSS brand ambassadors and campaign stars Khaby Lame and Amelia Gray, together with singer-songwriter Khalid as narrator, bring the magic to life in the BOSS Holiday campaign — celebrating the season with style, joy, and a touch of nostalgia.     Cozy up and explore the full story and collection here: on.hugoboss.com/BXS     #BeYourOwnBOSS   

Our Q3 results reaffirm the top- and bottom-line outlook for 2025, despite ongoing global market challenges.      Strategic brand and product initiatives — including the BOSS Spring/Summer 26 Fashion Show in Milan and the second BECKHAM x BOSS collection — played a key role in strengthening global brand relevance. Alongside these efforts, operational efficiency gains and strict cost management supported bottom-line improvements during the quarter.       Key developments from the third quarter include:    ◾ Group sales declined by 1%, reflecting persistently challenging market conditions    ◾ Growth in digital (+2%) and quarter-over-quarter improvements in brick-and-mortar retail (0%), while a decline in brick-and-mortar wholesale (–5%) reflects delivery timing   ◾ Gross margin improved by 100 basis points, driven by efficiency gains in sourcing and lower freight costs   ◾ EBIT remained stable, with an EBIT margin increase of 30 basis points to 9.6%       Further details are available in the press release on our group site: on.hugoboss.com/Q3/25

At HUGO BOSS, our employees are our greatest asset, and their health and well-being are at the heart of everything we do. This is why we’re committed to providing holistic support to our teams worldwide.    This week, Employee Care Day at our Metzingen campus gave an opportunity to discover something new — activities including mindfulness and resilience workshops, fitness sessions, relaxation techniques, and health checks offered moments of connection and care, empowering our employees to prioritize their physical, mental, and emotional health.      Globally, we’re thrilled to support initiatives like Mental Health days in Ticino, Recharge Days in Australia and Mental Health Awareness Month in the U.S., ensuring we provide similar support to our international colleagues.    Today is #WorldMentalHealthDay, so remember: looking after yourself is always worth it!    #insideHUGOBOSS 

Formula 1® has always been about speed, precision, and pushing boundaries — and now, BOSS is bringing it to the fan experience.       BOSS and the Aston Martin Aramco Formula One™ Team have partnered with EPAM Systems, Inc., to create an immersive virtual activation that redefines how fans engage with motorsport, inviting them to get inside the mind of a BOSS. Utilizing the latest spatial technology, powered by Apple Vision Pro, the experience puts participants at the heart of the action, utilizing the latest spatial technology and powered by Apple Vision Pro.    Launched ahead of the Singapore Grand Prix, the activation is available instore only at select BOSS locations in London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore, until October 15 — stop by and challenge your reflexes and strategic thinking inspired by real race strategies, and a thrilling Test Lap.    Get inside the mind of a BOSS: on.hugoboss.com/BF1 

Last week, the BOSS Bottled Beyond launch took New York City to bold new heights with an unforgettable celebration!     Global superstar and BOSS Fragrances ambassador Maluma made history, as the first artist to perform in-person from above the 86th Floor Observatory of the Empire State Building. Livestreamed worldwide, his electrifying performance captivated audiences and honored his Colombian heritage during Hispanic Heritage Month, with the colors of the Colombian flag lighting up the iconic skyscraper.       The night continued at Mercer Labs, where VIPs including fellow ambassador Bradley Cooper explored the immersive world of BOSS Bottled Beyond. From sensory rooms to captivating photo moments and high-energy DJ sets, the event embodied the daring spirit of BOSS.       Relive every bold moment of the night: on.hugoboss.com/NYC 

Interactive NFC (Near Field Communication) technology takes center stage in the latest BOSS THE CHANGE drop.     First introduced in our Magic Moment Hahnenkamm 2024 activation, NFC integration — which lets devices communicate wirelessly— seamlessly merges technology and style. In collaboration with Zatap, this exclusive new collection features innovative garments crafted with cutting-edge AeoniQ™ material and now enhanced with inbuilt NFC tech.     By tapping the NFC tag on your garment, you can unlock exclusive content, share feedback, and join THE CHANGE Collective — our early adopter community shaping the future of fashion.       Tap into THE CHANGE Collective. Dive into the details: on.hugoboss.com/BTC     #BeYourOwnBOSS   

Once again, we brought our HUGO BOSS colleagues together on campus for the global livestream of the BOSS fashion show. Our ON AIR TV Studio was transformed into a shimmering silver space inspired by Milan’s Fonderia Macchi. Double B-branded silver macarons added a sweet touch to the unforgettable front-row atmosphere!       Thank you to everyone who joined us for this incredible moment, to celebrate the contrasts and creativity of the BOSS Paradox.     Where did you watch the Spring/Summer 26 livestream from? Share with us in the comments!       #BeYourOwnBOSS #insideHUGOBOSS 

Step into the BOSS Paradox, where bold contrasts redefine the rules of fashion. BOSS unveiled a bold Spring/Summer 26 collection at Milan Fashion Week yesterday, celebrating the harmony of opposites with versatile looks that redefine creativity and individuality. The runway cast featured Anok Yai, Ashley Graham, model and recent BOSS campaign star Amelia Grey, with BOSS brand ambassador and globally acclaimed K-pop superstar S.COUPS closing the show. VIP guests including brand ambassadors David Beckham, Aaron Pierre, Ishaan Khatter, and Khaby Lame brought star power to the front row. The show took place in the historic Fonderia Macchi, an industrial space transformed into a breathtaking stage of raw textures and the fluid elegance of contemporary art, centered around a stunning installation by Dutch artist Boris Acket. Learn more about the Spring/Summer 26 collection: on.hugoboss.com/SU26 #BeYourOwnBOSS