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HistoryHugo Boss established his company in Metzingen, Germany, in 1923, only a few years after the end of World War I, while most of the country was in a state of economic ruin. Before and during World War II, Mr. Boss's company both designed and manufactured uniforms and attire for the troops and officers of the Wehrmacht as well as for other governmental branches of Nazi Germany. Boss died in 1948, and the company then languished in relative obscurity until the 1950s, when, in 1953, Hugo Boss released its first suit design for menswear. In 1993, 70 years after its founding, Hugo Boss launched its first fragrance, and created a division which has since grown to be an important part of the company.
TodayIn 1999, Boss Orange for men was launched described as sporty and casual separating itself from the trendy Hugo brand and the sophisticated Boss Black brand. Boss Green is a completely sporty brand selling items designed for sport or a sporty look. The company's products, divided over three brands, are available throughout the world in 102 countries and more than 5,000 retail stores. These brands are Boss, Hugo, and since 2004, Baldessarini. The latter, BaldessariniGmbH, is a more independent business unit which focuses on a more prestigious image than its two sister brands. It sells, like the other Hugo Boss brands, clothing, shoes, fragrances and accessories but will leave Hugo Boss after the Spring/Summer 2007 collection has been sent to boutiques. This is due to the newly launched premium Boss line, Boss Black Selection, outselling Baldessarini. Baldessarini fashion was recently sold for up to €9m (Aug 2006) to Ahlers AG--a fashion brand holding company. Werner Baldessarini will continue to design the collections; he will also be in charge of marketing. Hugo Boss is presently a subsidiary held by Italian material manufacturer MarzottoS.p.A. Today's sub-brands for men include: Boss Black/Boss Black Selection, Boss Green, Boss Orange, Hugo, and Baldessarini. For women: Boss Black, Boss Orange (announced in July 2005 for Spring/Summer 2006 launch) and Hugo. Also part of the brand are Lifestyle Accessories. All fragrance brands (Hugo, Hugo Boss and Baldessarini) are owned by Procter & Gamble.
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