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Bernd Hake

UK managing director, Hugo Boss

Hugo Boss remains, quite simply, one of the sexiest and most meaningful names in branded fashion in the UK, with premium offering Boss Black a consistent bestseller in Drapers’ contemporary menswear Indicator poll.

Since Bernd Hake took the reins last December, when former UK boss Hans Schmitt was promoted to senior vice-president of Europe, the Middle East and Africa, the business’s premium Boss Black collection continues to be the jewel in its stockists’ crown, regularly featuring in Drapers’ menswear Indicator poll.

Casualwear label Boss Orange has also been given a revamp for spring 10 under creative director Eyan Allen in an attempt to grow the size of the womenswear collection, which currently makes up just a fifth of the total offer. If its womenswear can mirror the success and reputation of the menswear Hake will rocket up the Drapers power list.

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