YOU, INAGARMENT-DYEDSUIT-CLEARLY.
HUGO BOSS HAS RELEASED AN EXCLUSIVE
RANGE - AND WE ARE FANS.who’s
the boss?
T
h e re are heritage
suit labels that,
with the rise of
streetwear and all, have
found themselves in an
unwelcome row with
relevancy. Hugo Boss, is
not one of those labels.
Chief brand officer
Ingo Wilts knows the
world’s relationship
with traditional suiting
is changing – a 17-year
career in menswear will
equip a bloke with that
kind of expertise – and
he’s intent on making
sure Boss moves with
thetimes.Thelatest
manifestation of Wilts’
vision comes in the
form of the German
brand’s garment-dyed
collection, a range
ofwearablesuitsina
spectrum of colours.
“I don’t think we need
to modernise menswear
by banning suits,” says
Wilts. “It’s a matter of
how to combine different
pieces–likesneakers
withasuitforamore
dressed-down look.”
With the option
to buy the pants or
jacket separately, this
multi-purpose, mix-
and-match sensibility
is what the garment-
dyed range caters for.
Before we’re mistaken,
it’s still a range of suits,
but cut from cotton,
linen and wool. The
pieces are much lighter
in weight and softer in
appearance. They’re
also cut and sewn in
their natural state,
before being dipped in
dye. This way, the colour
shows more movementandthevariationin
shade lends each
garmentalessrigidair.
“It’sahigh-quality
technique only a few
can provide. For suiting,
and wool in particular,
this technique is quite
niche,”explainsWilts.
Butit’spreciselyWilts’
quest for a niche –
something the stuffy
suitingofyesteryear
would’ve shied away
from–that’sseenBoss
glideintothemodern
lexicon. Resuscitating its
men’sshow(beforeFall
2017,Bosshadn’tsent
amenswearcollection
down a fashion week
runway since 2008) and
stagingitinNewYork
has also played a role
in bringing the brand
to the attention of
younger consumers.
Despite his ability
to charm the fashion
crowd, Wilts isn’t about
to isolate Boss’ original
customer base – those
whosignedupforthe
slim-cut, executive
uniforms the brand
madeitsnamepeddling.
And that’s where the
garment-dyed suits step
in. Wearing one is like
dipping your toes in the
‘casual’ pool, without
getting completely wet.
Therangeisofferedina
single-breasted cut and
softer colours, from light
blue and olive through
to pale beige and white.
“We decided to go with
asharpandtimeless
silhouette”saysWilts.
“We wanted a suit that
couldbeabusinesssuit
WORDS: AMY CAMPBELL. PHOTOGRAPHY: EDWARD URRUTIA. and a weekend outfit.”
AUGUST 2018GQ.COM.AU 61