The year was 2007 and luxury retail company Hugo Boss had just launched another charity partnership with the United Nations Children’s Emergency Fund (UNICEF). The project focused on building schools in Angola, Malawi, Rwanda, Mozambique, Zimbabwe and other parts of South Africa.
The company, known for fine luxury goods, is also known for philanthropic efforts. Hugo Boss’ association with the Second World War, led the company to create premium products for men and introduce projects benefitting humanity.
DOWNFALL AND RESURGENCE
Hugo Ferdinand Boss set up shop in Germany in 1924. Due to the harsh political climate brought by the First World War, he filed for bankruptcy. Boss was a maker of men’s clothing who found a business opportunity when he served under the Third Reich in the late 30s.
He began creating SS uniforms for the German army and linked with the Nazi Party. A decade after, post-war declarations stripped Boss of his right to own a business, and was fined heavily for his . The change in German socio-political dynamics and his passing in 1948 left the company in turmoil.
It was his son-in-law Eugen Holy who later took ownership of the company. Eager to redeem the company, he expanded operations with a larger workshop in 1950 that would allow the company to cater to bulk orders. Holy began from scratch. Mindful of the company’s history, he took steps to avoid making the same mistakes. He trained sons Jochen and Uwe to be his successors. The two heirs used foresight to take the brand to other parts of the world. It was also under their leadership that Hugo Boss began to expand its product range to include scents, leatherware and eyewear.
By 1960, Hugo Boss began to flourish. It gained the reputation for being the standard in men’s tailoring in Europe. The increase of men’s awareness in fashion during the 1970s created the ideal environment for a premium line which they called BOSS. The exclusive label popularized the narrow, single-breasted blazer with two buttons. This remains the brand’s trademark look. While the sales and production increased, so did the company’s involvement in motorsports.
MAKING NEW HISTORY
Hugo Boss’ most significant collaboration was with Solomon R. Guggenheim in 1996 when the Hugo Boss Prize was conceived. The award aimed to recognize masterminds in the field of contemporary art from any race or age. American filmmaker and sculptor Mathew Barney was the first to receive the $100,000 grant.
Working with UNICEF is also one of the company’s expression of good corporate citizenship, aiming to promote good values. The company participates in implementing the environmental module of the Global Social Compliance Program and promises “to minimize the impacts of climate change, conserve natural resources by applying intelligent concepts and using environmentally friend technologies, reduce environmental impacts and preserve biodiversity.”
HANDCRAFTED ITALIAN OXFORDS
The products made in the Hugo Boss headquarters are testament to its commitment to protecting the environment. The creation of Boss’ T-Sartoria and T-Legend shoe lines employs methods that prevent the use of mass factory production, which are oftentimes harmful to surrounding environments.
Each shoe is patterned cut, detailed and sewn by hand in Boss’ facility in Morrovalle, Italy. It takes a minimum of two days to complete a pair. Skilled artisans use laser-cutting techniques to apply brogue patterns on the toecaps. Variations from the line include a modern loafer and double monk shoe. A method called Sancchetto and Blake-rapid construction helps create footwear that fit comfortably.
A STEP-BY-STEP GUIDE IN CREATING A T-SARTORIA OXFORD
STEP 1: Trained pattern makers rework the standard design onto the shoe last. This ensures elements of the shoe are proportioned
STEP 2: Fine leathers are checked and selected
STEP 3: The leather is cut with precision
STEP 4: The parts are pinched and sewn together by hand over the mold. The most precise artisan hands work to achieve the ideal shape of the shoe
STEP 5: The soles are stitched, polished and colored by hand
STEP 6: A special pencil is used to color the outsole edge, giving Boss footwear its distinctive look
STEP 7: The shoe is treated with special creams and wax to protect leather
STEP 8: The finish product emphasizes Boss’ timeless style and its commitment to creating quality products and participating in worthy causes
BOSS is located at City of Dreams, Greenbelt 5, Newport Mall, Rustan’s Shangri-La and Shangri-La Plaza East Wing.
Text by Chino R. Hernandez
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