Boss Orange hits Carnaby Street

Boss Orange has opened a store on London’s hip young Carnaby Street. The Soho store offers the entire range of men’s and women’s clothing and accessories from Hugo Boss’s younger line, spread out over two floors. “The street has really been coming up over the past couple of years, with new shops and new designers,” Andrea Cannelloni, Boss Orange creative director, told WWD. “It attracts people who travel, and has great local customers, too.” This store is the company’s second stand-alone store, after a concept store in Berlin which opened in February. Although Boss Orange for men has existed since 2000, the company launched the line for women in 2005. It includes silk dresses, silk shirts and wool coats. The Carnaby Street store is similar to the Berlin concept store in its unfinished design look, but picks up on the vibe of Soho in its details. “The soul of the (London and Berlin stores) is similar, but we want every city to be a unique experience,” said Cannelloni, adding, “It’s not just about ‘Come and buy stuff’. We want customers to discover its special features.” These include a display German vending machine with retro toys and a Bakelite telephone next to the changing rooms. The lines retail for between $74 for a T-shirt to $1,700 for a leather coat. According to Cannelloni, Hugo Boss is looking to open a third location in cities like New York, Tokyo and Los Angeles next year.

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