HUGO BOSS lovers can now get their four-legged friends in on all the action. The famed menswear brand has entered into an exclusive global dog apparel and accessories license agreement with the Kanine Group subsidiary, Kanine Pets World Limited, for a five-year term. In other words, your local coffee shop or dog park will start looking a heck of a lot like your afternoon board meeting.
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Future/Image: BOSS
HUGO BOSS is one of the leading companies positioned in the premium segment of the global apparel market. Known globally for their two brands, BOSS and HUGO, you can find their collections in over 120 countries. The new and exciting agreement covers the design, production, and worldwide distribution of products for dogs including apparel, accessories, home products, and toys. Designed to correspond with the BOSS fashion collections that we’ve detailed extensively here, BOSS has staked its claim as the first premium fashion brand to offer a full-fledged dog collection from apparel to accessories.
“Our new strategy is broad-based, as we want to grow across all regions, touchpoints, brands and product areas. We are very excited that in Kanine Group, we have found the right partner to enter the dog accessories business and exploit the full potential of BOSS in this entirely new segment. Kanine Group can draw on extensive experience in the strongly growing premium dog supplies market, and together we look forward to offering high-end products to customers worldwide,” said CEO of HUGO BOSS, Daniel Grieder.
“We are delighted to be part of the BOSS family and to collaborate with one of the most renowned and recognisable fashion houses in the world. HUGO BOSS Group’s recent record-breaking global campaigns and the significant continued focus on digital activation is a perfect match for Kanine as we strive to be the most relevant platform for premium dog products globally, offering amazing products to proud pet parents and their furry loved ones,” stated Samuel Wong, CEO and CFO, Kanine Group.
While we’re yet to see what the BOSS Dogwear collection might look like, the brand will launch two collections per year, starting in August 2022 with the Fall/Winter collection. The products will be available worldwide in the online stores hugoboss.com and kanine.com, as well as in selected BOSS Stores, department stores and pet stores. So, grab your pooch, it’s time to go shopping!
Image: HUGO BOSS is just the latest in a long line of designer labels joining the ‘Dogwear’ trend, pictured here is Dsquared’s own take.
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