The brand eased its approach to tailoring committed to become a 24/7 lifestyle brand
Businessmen and women dreaming of a WFH routine secluded in Palm Springs? Boss had them covered for spring. As the corporate world adjusts to the new reality, often postponing their mandatory return to office, the brand is looking to create the ideal mix of tailoring and casual wear, mindful of a new attitude among its customers.
Ingo Wilts and his team leaned further into the zeitgeist through the unveiling of fresh brand codes. They also continued their development of clothing for which there is as yet no specified category. “Every-wear”? Maybe!
Brand-codes-wise there was a near-exclusive adherence to a tricolor black/white/camel palette. These colors were also the ingredients of the new stripe and B monogram that are the main utterances in Wilts’s fresh articulation of the Boss brand language.
“I have been working and waiting for this for maybe two years,” he said of the overhaul. “I think it looks much more sophisticated and modern.” Certainly the subconscious emphasis on the beta-ness of B rather than the alpha-ness of Boss is in tune with the times and, as the multitude of them in the market right now attests, so are monograms.
Boss is to fashion manufacture what Bosch is to engineering manufacture: indisputably alpha (and what a collaboration that would be). Here, the label’s root-and-branch rethink of a contemporary uniform was both precisely and functionally advanced.