Hugo Boss is shining a light-weight on denim.

As a part of a brand refresh that began last 12 months, the German company is launching Hugo Blue, a set dedicated to denim that may debut in the summertime of 2024.

The brand new line will sport the Hugo logo in blue and is targeted to young men and girls. It’s inspired by street culture and can feature jeans together with jerseys, knitwear, outerwear and accessories. A number of the pieces will probably be unisex.

“According to our latest brand direction and 24/7 approach, we’re repeatedly expanding our range of casualwear offerings,” said Daniel Grieder, chief executive officer of Hugo Boss. “Constructing on the successful brand refresh of Hugo, it was a natural step forward for us to launch a second line under Hugo. With the brand new line we appeal to the younger generation of consumers and realize the brand’s full potential. We would like to encourage our customers and are confident that Hugo Blue will attract latest fans for Hugo.”

Hugo Blue will create 4 collections a 12 months and will probably be sold at the identical entry price as the prevailing Hugo line, which is destined to appeal to a younger shopper. It is going to launch with a marketing campaign in addition to a store concept. The products will arrive at retail in February 2024. The Boss collection features more tailored pieces and is higher in price.

Under the leadership of Grieder, who took over the reins of the style brand in the summertime of 2020, the brand has performed well. In the primary quarter of this 12 months, revenues rose 25 percent to 968 million euros, a sales goal it hit two years ahead of plan. Earnings before interest and taxes were also ahead of analyst expectations, hitting 65 million euros within the 12 months, above the 59 million euros the market had projected.