By the 1960’s and 1970’s the Hugo Boss suit was the benchmark for quality and fashion. Under the guidance of his grandsons Uwe and Jochen Holy, the Hugo Boss brand was gradually reshaped into the international fashion powerhouse that we see today with high fashion clothing, accessories, footwear and fragrances. In 1985 Hugo Boss granted its first fragrance license for the men’s cologne, Boss Number One. Boss Elements was introduced in 1993 and for the younger demographic, Hugo for Men in 1995 and Hugo for Women in 1997. Many other Hugo Boss colognes have been launched since such as Baldessarini and the various In Motion colognes for men and Intense and Hugo XX perfumes for women. Hugo Boss fragrances are readily available and come in variety of different styles depending on the mood of the user.