UI / UX Design, Experience Strategy, eCommerce Website Design

Thinking about the demands of modern luxury, we set out to establish a new eCommerce platform


Hugo Boss is the world’s premier luxury retailer. Since 1924, it has offered the industry’s finest goods, established an excellent standard of service, and inspired customers around the globe. But as the world of luxury continues to evolve, so do the needs of the brand.

Consumers are no longer concerned with status and opulence but craft and experience — something built for the individual rather than a monolith. This prompted us to assess the Hugo Boss brand from the top down, starting with digital.


We reimagined a digital world that positioned Hugo Boss as the curator of modern luxury, envisioning an online experience as magical as the brand’s brick-and-mortar experience.

Guided by the principles of aspiration, access, and artistry, we outlined a vision for where we felt the Hugo Boss brand could go to serve the ever-evolving needs of the luxury retail industry.