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Boss, Hugo Boss’ premium brand, opened its first “athleisure” store at Fashion Show Las Vegas.
The store “offers an assortment of golf and tennis-inspired pieces, technical activewear, and modern essentials engineered for comfort and functionality,” according to a company media release.
The retail space features industrial-inspired materials, including glass, metal, and textured finishes, alongside digital elements that tell the brand story.
The media release also stated the store “marks a significant milestone” for the brand with its expansion into the sports and athleisure space.
The opening comes as Hugo Boss last year partnered with David Beckham for the first time to introduce a Beckham X Boss sportswear range.
Image courtesy Boss/Hugo Boss