German fashion house Hugo Boss opened its first Orange concept store in Mitte in Berlin last week, seven months after the opening of a Hugo Boss outlet around the corner. “We could have opened the first Orange concept store in LA, London , Tokyo or New York , but it just made sense to us (to do it) in Berlin ,” chief executive Bruno Sälzer told WWD. “The city is very innovative, somehow unfinished and not so mature. There are lots of designers, artists and young people, and that’s especially the case in this area.”
Boss Orange Woman, launched in July 2005, complements the Orange men’s collection, which was launched in 1999. Sälzer refers to the collection as a “high-quality, modern approach to leisurewear with a fashion statement.” It is geared towards the 25-35 age range, especially because prices make it unaffordable for most under 25-year-olds. Denim retails up to $350, and dresses can cost up to $500. Sälzer is quick to point out that the collection is more about lifestyle than age, and therefore not limited to a particular age range.
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