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Apparel and accessories

Hugo Boss hitches growth strategy to sports stars, new tennis styles

January 11, 2024

Ms. Akugue and Ms. Seidel, aged 20 and 18, respectively, have been named the “ones to watch” in their sport. Image credit: Hugo Boss German tennis players Noma Noha Akugue, 20, and Ella Seidel, 18, will wear outfits from Boss at qualifying rounds for the Australian Open this month. Image credit: Hugo Boss

 

German fashion house Hugo Boss is doubling down in the world of on-court fashion.

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