Can Hugo Boss Actually Be Cool?

The brand built by selling Wall Street suits is trying to reinvent itself for the post-office age.

On a sun-soaked day in Milan last fall, Hugo Boss said goodbye to the suit.

It was fashion week, and the German brand, once a go-to for urban professionals dreaming of a steady climb to the corner office, cast its jackets and slacks to the side in favor of a baseball-themed spectacle. The model Gigi Hadid opened the show, held to debut Boss’s collaboration with Russell Athletic, the active wear brand, in high-waisted sweatpants and a beanie. There was a brass marching band and cheerleaders. The K-pop star Big Matthew made his modeling debut,

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