Chapter 20 Section 6 Traditional Masculine Men’s Wear

For traditional men's clothing brands, we can still find men's clothing that insists on launching traditional images like HUGO BOSS and Dunhill, and these brands are still very viable.Even menswear brands that take the lead in taking a neutral route like Armani still have traditional menswear, but they don't appear on the catwalk.Clearly, there is still a market for menswear with distinctly masculine traits, and it fits perfectly with our previous breakdown of men’s diversity.The collective personality of society is not all turned towards neutralization or feminization, and the diversity of men has not changed.

Next, we will take the typical masculine HUGO BOSS as a representative to see how traditional menswear can seize the masculine menswear market outside the trend. HUGO BOSS was born in Metzingen, Germany in 1923.It produced military uniforms during World War II and emerged worldwide in the 1970s.Compared with other menswear brands, HOGO BOSS designer style is only a means of expression. In print advertisements, manly models, whether sitting or standing, are all neatly dressed and in an upright shape.As if wearing BOSS, he immediately became a rigorous and meticulous German man.The unmistakable masculinity that its advertisements forcefully play is the soul of the brand.

In terms of clothing design, comparing the classic BOSS clothing in the 1970s and 1980s, we found that the design of BOSS men's clothing is extremely symmetrical, and the pockets and buttons on the clothing are almost mirror images—completely symmetrical. In the 1980s, it was an obvious inverted triangle design, which fully highlighted the wide shoulders of men and showed men's sense of security. Different from other fashion brands, BOSS does not put too much energy on the spotlight-focused Hollywood or various fashion shows.He sponsors all the formal clothes of the Bundesliga Bayern Munich and La Liga Real Madrid, and invests tens of millions of dollars in F1 every year.These are men's sports.

In 2010, the old car king Schumacher announced that he would come back to the F1 car world and join the Mercedes-Benz team. HUGO BOSS immediately released the wind, saying that it would change the team it sponsored from McLaren to Mercedes-Benz.Undoubtedly, only the legendary car king in the F1 car world can express the masculine flavor exuded by HUGO BOSS. The seamless combination of BOSS men's clothing, motorsports that only men participate in, and European football players with tall horses and strong bodies has established a tough brand image deeply rooted in the hearts of the people.

Interestingly, while trying to enhance its traditional tough menswear brand image, BOSS also launched its second brand, Hugo by Hugo Boss, to take a share of the unisex menswear trend. Hugo by Hugo Boss 2010 spring men's wear show, compared with the orthodox BOSS men's wear, Hugo by Hugo Boss can be described as dazzling, red and purple color choices, clearly visible patterns, slender and soft fabrics, with feminine handbags And sandals, people almost doubt whether this brand comes from strict and rigid Germany.His current designer, Bruno Pieters, is different from other designers who design unisex or feminine clothes.He came from a standard academic background. He studied fashion design at university, worked as a design assistant after graduation, and then slowly embarked on the road of design.It seems that this is a special case within the menswear industry, not gay designers.But his reputation in the industry is far less than that of other fashionable menswear designers.Perhaps because the image of BOSS's man has been deeply rooted in the hearts of the people, Hugo is not very popular. Another possible reason is that he failed to catch those who have neutral needs.