Jesper Gustafsson for Community Magazine

May 25, we celebrated the opening a new store of the world-famous brand Hugo BOSS in TSUM. We talked with Jesper Gustafsson, Director of HUGO BOSS on international markets and wholesale trade about brand. 

Describe your first introduction to the brand.

My first encounter with the brand BOSS was when I was working as sales associate in the BOSS Store Stockholm, in my native Sweden.
Why Hugo Boss? What brand values are close to you?
I always appreciated the love to detail and the high-quality of the fabrics. The impeccable tailoring is a continuous value that carries on from collection to collection and defines the high standards of the brand.


What are the trends in men’s fashion industry today?
Looking at the fashion scene what is seen on the streets and what we presented in New York for our BOSS Menswear Fall/Winter 2017 collection, the trend goes slightly wider and classics are coming back. The emphasis is also more on statement pieces – such as distinctive outerwear with big pockets, drawstring hoods and leather buckles – ultimately showing a bold, utilitarian attitude.
Describe the style of the man for whom the BOSS Menswear S/S 2017 collection was created. What should Man of Today look like?
The BOSS “Man of Today” stands for a modern lifestyle. He lives his life to the fullest and makes 100% effort in all life situations, therefore he needs clothing that is suitable in all his life aspects. He combines his daily business looks in a relaxed way with leather sneakers and a plain colored t-shirt, for his leisure time he wears casual and smart casual outfits with jeans, dress shirt, leather jacket, etc. His wardrobe offers him a few staples that he can use for any occasion.


Tell more about concept of the new BOSS store in Kiev TSUM.
The new BOSS shop at TSUM features the latest store design and presents Formalwear, as well as Sportswear for the modern man. In the shop one will find outfits for all occasions, such as wedding, casual, business and formal outfits.
What are the company’s global goals in the Ukrainian market.
Ukraine is an important market for us in Eastern Europe and we see potential for further retail development in the market. You can see that the market is still immature as a fashion market, but I believe this will change in mid-term, therefore we see potential for growth in the market.
How do you see Hugo Boss in 20 years?
The brand BOSS has evolved very much in the last 20 years, we are excited to see how the brand will present itself in the next 20 years. Our core values are timeless – we will also stand for high-quality and fashionable looks in 20 years.


Marilyn Monroe said: “Give the girl the right shoes, and she can conquer the world.” And what do you think a man needs?
The right attitude! And the world will be open for your ideas.