Hugo Boss has become the newest addition to Marks & Spencer's expanding collection of premium brands, bringing its men's underwear and loungewear to British shoppers.
The German fashion house will offer everything from boxers to comfortable loungewear, vests, and T-shirts through the Brands at M&S platform.
Hugo Boss joins other big names already available at Marks & Spencer, including Calvin Klein and Tommy Hilfiger, who both sell their underwear and loungewear collections via the retailer.
Other big names within Brands at M&S include Jigsaw, Sosander, and M&S-owned Jaeger, with the total amassing over 35.
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Catering to shoppers' needs, the M&S x Hugo Boss partnership marks a big step in expanding choice for male customers.
This comes as new research reveals that "a wide range of brands" is among their top priorities, particularly among the 18-34 and 35-54 cohorts – key demographics for M&S.
The launch also supports M&S's menswear strategy to "elevate its offer and establish itself as a serious destination for men's fashion," while keeping its reputation for great quality and good prices.
Shoppers can snap up Hugo Boss boxers, loungewear, vests, and T-shirts through Brands at M&S
|M&S
M&S is already the market leader in the men's underwear department, with one in five British men buying their boxers and briefs from the retailer.
As the high-street favourite continues to "reshape for growth", Brands at M&S strengthens its leading offer with a selection of big names, in a UK market valued at approximately £295 million.
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Autograph Performance infuses 'timeless style' with 'modern innovation'
| M&SIt comes just months after the company launched M&S Man, a channel dedicated exclusively to men's style.
With more than 60 per cent of male shoppers preferring online shopping over store visits, this digital space aims to reach customers where they already are.
M&S is on an exciting journey to boost its menswear offering, recently proving it's "serious about style" with a brand-new collection.
Autograph Performance, which infuses "timeless style" with "modern innovation", is designed for everything from working to travelling and relaxing.
Packed with clever tech designed to facilitate modern living, shoppers can snap up suits with "advanced fabrics" such as 360 Flex technology and Tech Wool, plus chinos that wick away moisture, T-shirts that boast an antibacterial finish, and shoes with Smart Step Technology soles.
Director of Menswear at M&S, Mitch Hughes, explained: "Autograph Performance is a clear statement of intent – that we're serious about driving growth in menswear and delivering innovation that really makes a difference to our customers.
"This edit brings together the very best of our design and technical expertise. We've focused on creating pieces that reflect how men live today and help them move seamlessly between work, travel, and downtime, without compromising on comfort or style."
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