Under the management of “Marcas Europeas SAS”, an authorised franchisee in Colombia since 2008, the European firm Hugo Boss consolidates its commitment to the Colombian market and opens the doors of the second Hugo physical store in Colombia and the first in Bogotá.
The new Hugo store, located on Calle 81 with Carrera 13, in one of the most strategic and important retail corners in the country, arrives with its Fall/Winter 2025 collection. With this collection, the brand reaffirms its bold and profoundly modern DNA, inspired by self-expression and strongly connected to current trends. This is thanks to its focus on freer, bolder garments with a distinctive character.
In line with a global rebranding, this repositioning allows the company to meet the demand of a wider range of tastes and styles without diluting the identity of each line. While BOSS is aimed at those seeking classic garments and elegant tailoring with a modern touch, Hugo represents creativity in all its forms, celebrating possibility and championing individuality.
Hugo’s personality is defined as that of rebels, people true to themselves who aren’t afraid to break the rules or create their own.
Hugo’s arrival in Colombia marks one of the most ambitious moves in Hugo Boss’s global rebranding, a transformation that redefines the German firm’s direction toward a younger, more authentic and contemporary universe. After five decades of history, the company is strategically splitting into two brands, BOSS and Hugo, with independent identities focused on winning over new generations.
Since March 2024, Colombia has had the official Hugo Boss online store, a milestone that makes the country the second in South America, after Chile, to offer direct online sales of the brand.
