While Hugo Boss is in dire need of a strong men’s fashion message due to skipping the runway for too long now, their engagement with the German Nationalmannschaft puts them back on everyone’s lips
News have not been too good for Hugo Boss lately with the escape-like departure of Claus-Dietrich Lahrs and the appointment of numbers man Mark Langer as CEO. From cutting advertising across the board including this publication and of course closing stores, Mr. Langer is doing what he is expected to do: Save money. Needless to say, the company is looking for good news. Jason Wu, who has created credible and plausible womenswear for the Metzingen based company has provided some. And now with the first German match at the Euro 2016 played, everybody is talking about the grey T-shirt worn by Jogi Löw. Let us say it right away: The football fashion experts at SEPP give it a big thumbs up. It looked cool and casual at the same time and the color was just right.
Maybe Jogi has built too much muscle in the gym so it looked a bit tight but we do not agree with all the comments about the T-shirt being inappropriate for an opening match. No, Löw was never a suit and tie man, which he does do for the occasional black tie affair he attends.
In South Africa, it was a V-neck cashmere sweater and now this grey T-shirt, which had a formal look due to the tailored pants, and at the same time a certain “Je ne sais quoi”, as the French say. Or better, “Hey, I am the coach of the reigning world champion and I can do what I want.” This is what we loved when we first saw the outfit.
On top of it, the whole range of Boss menswear is looking super cool at the moment as this shooting with some of the most handsome and interesting players of the team proves. Editor Alfons Kaiser sent photographer Nacho Alegre and the SEPP editorial team to Munich to shoot for FAZ magazine and together they created a vision of Les Bleus but with les Germans as models.
Skinny suits, baby blue T-shirts and nylon jackets in camouflage patterns, Boss menswear never looked cooler than on these guys who are trying to win the next championship. And one thing is for sure: They will look good when they go to their after party.