Hugo Boss has had many a lifetime in its day, and like a cat with nine lives, today we find a new version of a trusty stalwart. But what's this? Dropping half its name? Elasticated-waisted trousers? A camel beige, white and black bold graphic palette? College baseball jackets and Hailey Beiber? And of course, a campaign star in one of the biggest Tik Tok stars, Khaby Lame, who debuted his catwalk saunter in the baseball themed Milan fashion show last September... who knew it was a sneak peek of what was to come!?

It's an exciting time for a brand that's been a go-to of ours for years, from the amazing collections Jason Wu and Ingo Wilts created at the helm of the runway collections to recent collaborations with Justin Teodoro for Holiday 2020.

And so with a cast of characters from Joan Smalls, Kendall Jenner, Lee Min-ho, and Future, BOSS is streamlining from what was once the place to buy your office suit, to a more contemporary offering of chic, easy pieces you can wear in your home office, your actual office and on the weekends. Isn't that what this new world requires anyhow, and it's great to see BOSS leaping into a new era. 

For sportier bomber jackets, to a hoodie with the new BOSS logo splashed across, these new icons for the re-brand are an intriguing nod to its future. With a likely show this February in Milan, where they have holding their catwalk reveals for the last few seasons, we will soon all be able to learn more!

Shop Hailey's baseball jacket now too, as it all unveils in a see-now, buy-now moment!

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Tags: Hugo Boss , boss , Rebrand