Hugo Boss Hugo 'Clean Up Your Act Campaign' Fall 2021 Sustainability Collection

Hugo Boss Hugo 'Clean Up Your Act Campaign' Fall 2021 Sustainability Collection AOC Fashion

HUGO BOSS delivers their Hugo Fall 2021 ‘Clean Up Your Act’ Campaign, a great concept for inspiring conscious action around sustainability and climate change. Any fashion designer who gets up in the next two months at global fashion shows and has zero commitment to sustainability should be banished from our closets.

Photographer Ivan Ruberto [IG] shoots the campaign styled by Toby Grimditch with art direction by Edward James Lee.

Models include Jeranimo van Russel and Jits Bootsma promoting the Hugo message that every day is earth day.

Reading that cotton is the predominant fiber in the Clean Up Your act Campaign’ and knowing that cotton just sucks up precious water reserves, AOC searched further to verify that the cotton is sustainable. Currently, 86% of the cotton used at HUGO BOSS and HUGO, the younger line associated with the Clean Up Your Act campaign, meets the sustainable cotton requirements outlined on this link.

A supply of sustainable cotton for manufacturing is also a challenge. Together with initiatives such as the Better Cotton Initiative (BCI), Cotton made in Africa (CmiA), the Cotton LEADS Program or the Egyptian Cotton Project (a project by UNIDO), HUGO BOSS works toward continuously increasing its share of the available supply. The company also supports the cultivation of organically grown cotton (e.g. COTTONFORLIFE).