Hugo Boss joins Brands at M&S, retailer partners with Circulose on sustainability

M&S continues to expand its ‘Brands at M&S’ portfolio and Hugo Boss is the latest big name to sign up, starting with a collection of men’s premium underwear, loungewear, vests and tees.  

The retailer’s research shows that male shoppers across all age groups rank ‘a wide range of brands’ among their top priorities when shopping, “with this factor particularly important for the 18-34 and 35-54 cohorts – key demographics for M&S”.  

Stephanie Macleod, head of category for Third Party Brands at the business, said Hugo Boss’s arrival and generally growing portfolio “complements our strong own-brand proposition and reinforces our ambition to make M&S more relevant, more often”.

It also supports M&S’s deeper focus on menswear and the category’s director at the retailer, Mitch Hughes, added: “We’re serious about growing menswear and being the go-to destination for men with a stylish, relevant and reliable offer. Having a credible branded offer alongside a confident own-brand proposition is central to our strategy to deliver choice and style, quality & value in one trusted destination.”

In August, the company launched M&S Man – a channel dedicated to men’s style. That came on the back of social media now being the number one influence on men aged 18-34 when buying clothing and footwear and over 60% of all male consumers prefer to browse and shop online.  

M&S is the market-leader in men’s underwear with one in five men purchasing their underwear from it. Other brands on the platform include Calvin Klein and Tommy Hilfiger, that offer underwear and loungewear. 

Meanwhile, Swedish sustain-tech company Circulose has announced a partnership with M&S, which becomes the first UK brand to join it as a Scaling Partner. 

The retailer will integrate a significant volume of Circulose into its collections, “helping drive broader adoption of next-generation circular materials across the industry”.

Circulose is made entirely from textile waste and its use helps fashion brands reduce their dependence on virgin fibres derived from trees. It also helps reduce emissions.

Katharine Beacham, head of materials and Sustainability at M&S, said: “Partnering with Circulose allows us to put the concept of circular design into action and will be an example of how the industry can move from small-scale pilots to incorporating next-generation materials at a greater scale. By integrating circular materials into our sourcing strategy, we will be… helping to build a fashion industry that’s fit for the future.”