Collins elaborates: "Hugo Boss continues to defy the odds in a market pressured by inflation, with Q1 FY2023 sales rising 25.4% to EUR968m. On a three-year basis, revenue has grown 44%, as its rebrand has successfully helped demand for its products soar and increased its relevance among younger shoppers. Despite rising costs, which have led many other fashion players to experience squeezed profits, Hugo Boss managed to see its operating profit rise 63% during the quarter."