â€œYou could hike a mountain in this,â€ Mr. Greider proclaimed, saying sales of suits for the brand recovered last summer, in tandem with scaled-back lockdown measures across the world. â€œPeople wanted to get dressed up and go to restaurants.â€
(The â€œsuit of tomorrowâ€ will arrive in stores in â€œlate January.â€)
There are still some classic Hugo Boss elements amid these new clothes, to be sure: European tailoring, preppy, billowy button-downs. (Mr. Grieder does not want to alienate the brandâ€™s existing customers, who may find the new look somewhat startling.) But there are some forward-looking elements, too. One standout comes from the Boss line, in the form of an oversized long-sleeve button-down and shorts set, available in an on-trend burnt orange. And womenâ€™s lounge shorts have the voluminous proportions of basketball shorts, flirting with androgyny.
Why is Mr. Greider so convinced this is the way forward? Because, he said, he had a secret weapon: Gen Zers themselves.
Throughout the overhaul, Boss hired teenagers to work as consultants and assist on photo shoots. â€œGen Zers are a rare commodity,â€ said Miah Sullivan, who oversees marketing and communications at Boss and is herself a millennial â€” though perhaps what is more true is that Gen Zers who want to engage with big brand executives on the subject of suiting are a rare commodity.
â€œI go to this Gen Z consultant â€” he has an agency, heâ€™s 17, and a complete boss â€” and he gives me advice on how to execute, how to augment, how to change,â€ Ms. Sullivan said.
Sometimes the consultant, whom Ms. Sullivan declined to name, also helped the brand find other consultants.
â€œItâ€™s actually hard to find Gen Z on LinkedIn,â€ said Ms. Sullivan. â€œTheyâ€™re on TikTok.â€
Whether they will also be in Boss while on TikTok is now the hope â€” and the question.