Hugo Boss, a prominent German clothing company known for selling clothing, accessories, footwear, and fragrances, is venturing into a new product category, equestrian fashion. They are set to introduce a new line called "Boss Equestrian" by September 15th.

Daniel Grieder, the CEO of the company, has explained that this expansion aligns with Boss' 24/7 lifestyle approach which aims to extend the brand into areas that suit its premium image.

The Boss Equestrian collection is created, manufactured, and distributed by Bold Equestrian Ltd. It offers a range of lifestyle fashion items for both men and women. Additionally, there will be a selection of horse accessories available in the brand's signature colors: black, white, and camel. The upcoming spring/summer 2024 collection also plans to introduce more colors.

To promote the launch, Boss Equestrian will feature Olympic athletes and "equestrian influencers" as brand ambassadors in their marketing campaign.