This is the story of Hugo Boss We’ve all got secrets. But some secrets are much darker than others. Hugo Boss is a fashion brand associated with wealth, elegance, and status - and is worn by countless prominent celebrities. But this fashion icon has done all it can to hide its dark past from the public eye. This is the story of how Hugo Boss supported Hitler, made the uniforms for the Nazis, and yet somehow cleansed its image and built a global fashion empire.