A Boss Look for the Boardroom

West Germany becomes a force in men's fashion

The pages of Gentlemen's Quarterly and other men's fashion magazines are filled with ads from top European names: Yves Saint Laurent, Pierre Cardin, Giorgio Armani, Nino Cerruti, Hugo Boss . . . Hugo Boss? Is he a French or Italian designer who changed his name to make it sound more macho?

Not at all. Hugo Boss is the name of a fast-growing company with headquarters not in the fashion capitals of Paris and Milan but in the small West German town of Metzingen, 19 miles from Stuttgart. Sales of Boss's stylish suits, sports jackets, sweaters...

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