Joe Lycett changed his name to 'Hugo Boss' to protest against the company
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How Hugo Boss' CEO Is Revamping The Brand To Cater To Gen Z And Millennials
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Chinese Stars Snub Western Brands Hugo Boss, Burberry, and H&M Over Xinjiang Row
Branding agency and brand strategy – Brandpulse – Zurich | HUGO BOSS: Boost Brand Relevance
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