19 May 2022 By May Ng


Proving once again that an iconic brand never stands still, BOSS rewrites its brand codes to set a bold new design direction in 2022. After almost 50 years, BOSS is introducing a new logo.  The new logo features a notably bolder graphic typeface conveying a contemporary look and impactful visual experience.  The OG BOSS Chris Hemsworth, the actor and singer Lee Min Ho, super model Kendall Jenner and Hailey Bieber, the international TikTok sensation Khaby Lame, with 200 celebrities and KOLs around the globe fronted in the BOSS Brand Refresh campaign with theunisex BOSS iconic logo hoodie.

This oversized-fit hoodie was made from organic cotton with an extra-soft feel.  It comes in black & camel color and is detailed with a contrast BOSS logo across the chest.  You can now make your hoodie truly unique with our exclusive, complimentary personalization service.   Choose your personalized slogans (1, 3 or 4 slogans) and we would print on the back of the hoodie for you.  Love, dream, strive. Whatever you do, do it like a BOSS.

The hoodie order personalization service will be available in all HK BOSS stores from tomorrow (May 12th) onwards till May 31st, 2022.

Chris Hemsworth
Hailey Biber
Kendall Jenner
Taylor Hll