Safilo Group and HUGO BOSS announce the early renewal of their global licensing agreement for the BOSS and HUGO eyewear collections, until December 2030.

Safilo has constantly supported the growth of BOSS and HUGO in the eyewear category. Both brands represent a point of reference in the eyewear landscape, catering to a diverse consumer base that recognizes the undisputed uniqueness of the eyewear collections.

“We are delighted to early renew our partnership with HUGO BOSS, a highly valued partner for Safilo, and representing an exceptional asset in our portfolio. I am glad that in just a few years we will celebrate the 20th anniversary of our partnership which began back in 2006. The remarkable rebranding of BOSS and HUGO in the last two years, fully embraced and executed by Safilo in the eyewear collections, paves the way for a bright and successful future of the brands in all our markets and distribution channels.”

Angelo Trocchia, CEO of Safilo Group

“Our CLAIM 5 growth strategy is broad-based. We want to grow across all regions, touchpoints, and brands, as well as in all product areas. Safilo perfectly supports our growth in the eyewear segment and is a key player in the industry with high quality standards and a strong distribution network worldwide. We are excited to continue the successful and long-term partnership with Safilo and are convinced that we have the right partner at our side to leverage the full potential of BOSS and HUGO in the global eyewear business,” says Daniel Grieder, CEO of HUGO BOSS AG.

The joint strategy is to continue to gain market share with BOSS eyewear through a unique and compelling product offer thanks to the development of iconic styles that are immediately recognizable to the consumer. HUGO, which accounts for a considerable share of HUGO BOSS´s eyewear business, will also continue to expand its presence within the Gen Z target group, supported by a distinctive product proposition and a consistent go-to-market approach.

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An incisive expression of creativity and Italian style, this is X-Ide, a brand that marries design and artisan craftsmanship, inspirations of yore and contemporary concepts. Today, X-Ide is set to appear with a new, more modern and contemporary look, with the aim of conquering a young and super-fashion-oriented target audience.

“Restyling of the logo is just one of the pieces in this project. X-Ide has always been a futuristic, avant-garde brand and therefore must express itself at the highest levels and keep pace with the times. Over the years, many things have changed. The brand has stayed true to its core values – colour, creativity, innovation – but, little by little, it has evolved.

Thus, the absolute need to revisit the logo to give it greater breadth. The new version is more linear and also more incisive and eye-catching, just like the new collections, and imbues X-Ide with a new visual identity. This new identity allows us to create a greater connection with our customers who are increasingly discerning and demanding.”

Susi Tabacchi, General Manager of Immagine98

The new logo is a contemporary interpretation of the brand’s more relevant and eye-catching new attitude. X-Ide’s creative ethos welcomes innovation and breaks the dominant mental stereotypes. “To convey the message of its revamped identity,” continued Tabacchi, “we developed a photo campaign that would exalt the brand’s distinctive element: colour.”

An objective realized through images that adopt a specific colour palette: pink, lilac and blue. “From the clothing to the eyewear, and even the background, each detail consistently follows this colour scheme, accentuating the brand’s focus to the max and narrating its story through evocative colours and nuances,” according to the creative team.

But that’s not all. The rebranding also coincides – not by chance – with the brand’s 20^th anniversary. “A unique opportunity to celebrate such an important milestone,” noted Tabacchi. “The big news of 2024 is also the creation of a capsule collection that presents 8 styles with double temples, distinctive characteristic of the collection at its launch, here in a contemporary version inspired by the Cyberpunk concept.”

Immagine98 continues to have an impact on the eyewear industry, celebrating the past and foretelling a future of style and innovation with X-Ide New Generation.

“For us, the rebranding, the new identity project and the capsule collection are an opportunity to grow, innovate, tap into new markets and conquer new targeted audience segments, as well as to reconnect with existing ones,” concluded Tabacchi. “In today’s world, the speed with which the market changes is overwhelming; fashions change and we must be able to metabolize the changes, interpret them and evolve.”

X-Ide is distributed in Canada by Mood Eyewear.

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