‘Embroidering Nazism’ — Brand Management of Global ‘Clothing Giants’ as Exemplifi ed by Hugo Boss
‘Embroidering Nazism’ — Brand Management of Global ‘Clothing Giants’ as Exemplifi ed by Hugo Boss

Summary/Abstract: The article describes the history and operation of the Hugo Boss clothing brand from its inception to the present day. The author focuses on the part of the Hugo Boss company’s operations that is directly related to its Nazi character, as the brand actively participated in and supported the Nazi economy of the Third Reich. This consisted of supplying German soldiers with uniforms, starting with Hitlerjugend, through uniforms for SS officers and other specialist military clothing. The text consists of four parts. The first one contains the concept of brand and branding; definitions and components. The second part contains international legal regulations concerning the relationship between business and human rights in the context of sustainable development. The third part presents the figure of Hugo Boss, called the creator of Nazi elegance. The fourth one provides marketing strategies in which the heirs of the Hugo Boss brand, ‘whitewashed’ or rather skillfully omitted the Nazi connections of this brand with fascist ideology, which brought the company significant income. Hugo Boss, on the other hand, is committed to environmental protection strategies and ethical principles related to the supply chain. The text contains an introduction, methodological assumptions (research questions and hypotheses), and conclusions.

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