ortswear when designing a collection centered on casualisation was simple,” Matt Keighran, managing director at Hugo Boss SEAPAC told Inside Retail.  “This collaboration in particular allows us the opportunity to reach a new demographic who may not have considered a Boss before, but can now step into the Boss world in a more casual and informal way.” Inspired by archives from both Hugo Boss and Russell Athletic, the new collection features a range of sweats, hoodies, overcoats and accessories and offers customers a fresh take on tailoring.  While suiting will continue to be a core part of the Hugo Boss offering, Keighran emphasised the need for the brand to continue evolving to suit customers’ changing lifestyles and aesthetics, especially since Covid last year. “The past year has highlighted more than ever the importance of being agile and moving with the times. Our customers and their experiences have always been front of mind, which helped us understand what their ever changing needs are; including the way we communicate to them, with localised and  relevant messaging,” he explained.  “With the addition of data related tools and communication portals we also look to our store teams who have personal and customised relationships with their clients. This helped us engage with our customers in a bespoke manner to surprise and delight them with gifting, offers and services that are personally in tune with their lifestyle. Last year, Hugo Boss expanded its e-commerce platform across 22 new countries, including the APAC region. Plans are currently underway for the digital platform to eventually align with the in-store experience and offer customers VIP access, previews and exclusive products. Meanwhile, the major plan for Hugo Boss this year is the Sydney flagship refurbishment on King Street in the CBD, which will showcase the complete Boss offering from casual attire, performance sportswear, suiting, black tie all through to runway collections.