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HUGO BOSS

Looks  8                                               

Few people in menswear will be unfamiliar with the Boss offering and here is

In Orange there is a camel and blue story, a pink and grey and a navy and white capsule

In the Green label there is a sleek and black golf theme that moves into casual track pants,

Store 9                                                  

Uncompromisingly smooth, the store is a spacious corner unit with a high head count of well-manicured staff. The glossy acrylics of the display tables are a counterpoint to a shaggy carpet and comfy settees, and in the tailoring area a low chandelier adds the centrepiece. Staff balance helpfulness with laid back charm. Staff are obviously well-trained and while they leave me to browse, at least three of them offer help, if needed.

Mix 7                                                    

Whatever you are dressing for it is here. Merchandised by label, there are large sections for each collection with Boss Black the anchor – it fills the tailoring section, has two rails devoted to smart casual styles and a table of denim styles. The Orange label takes up three rails while Green has two, which oddly sweeps from golf-casual to track bottoms.

Value  6                                                

Satisfyingly heavy prices for conspicuous consumers, but while this is justified in the minds of its many fans from an objective viewpoint they are a touch heavy and the score reflects this. A dusty pink blouson is £279, the classic white shirt is £75 and the leather biker jacket is £449. Sweat pants are £89. This is heavyweight pricing that remains aspirational but it is a price architecture that many customers are glad to pay.

SCORE 30

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