Daniel Grieder now manages Hugo Boss. He talks about ties and the suit of the future, about the dust on the brand and his ambitious plans for the traditional fashion company from Metzingen.
Interviewed by
Caspar Buses
On the ground floor of the headquarters of Hugo Boss AG in Metzingen, the new logo is oversized: Only “Boss”, in simple capital letters. Daniel Grieder, 60, welcomes us upstairs in his office, in a good mood and full of energy. The Swiss had previously made the Tommy Hilfiger brand big for more than 20 years. He has been the boss of Hugo Boss since June 2021 and is supposed to make the traditional company fit again.