German fashion group Hugo Boss wants to position its young fashion offshoot Hugo more sustainably. As part of this, the ‘Hugo Clean Up Your Act’ initiative is underway. With this initiative, the label offers products made from a range of more sustainable materials. Garments produced using more sustainable raw materials are labeled ‘Responsible’. With a dedicated hangtag and flag in its online shop, customers can identify them. The main fabric or material of these products must be comprised of a minimum of 60% more sustainable materials which follow known standards and have wherever possible verifiable third-party certifications, Hugo states.
The brand’s approach is part of the Hugo Boss Group’s broader sustainability strategy, in which materiality-based sustainability objectives comprise social and environmental indicators with, for example, the target for sourcing sustainable cotton set at 100% by 2025. According to Hugo Boss, as of 2020, 86% of the company’s cotton was sustainably sourced.