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It was formed when Hugo Ferdinand Boss opened a clothing factory in 1924 in his hometown of Metzingen, South-west Germany, which is where their HQ is still located. Over the years Hugo Boss suits have been worn by celebrities, buinessmen and athletes. They've dressed football team, sponsored F1 teams, golfers and yachtsmen. Boss expanded beyond formal attire to develop several sub-brands that reflect different aspects of the Boss lifestyle.