Hugo Boss Fights Its Nazi Past With Combination Of Fashion... And Love (Page 2)
Saturday, February 9, 2013 at 5:54PM 
He wrote in Fashion Monthly that Boss’ Heil Love creations were like “a dry heave from a Neo-Nazi.” He found the updated designs “tasteless” and choice of fabrics “baffling.” Heil Love! uses a heavy guage wool fabric that mimics that used by Germany’s WWII military, which could wear less comfortably than modern wool fabrics.
Lahrs, however, defends Heil Love!. “Sure, we will evolve the line for consumers,” he said. “The primary purpose is to take the good aspects of the old and make them new and fresh.” Lahrs is particularly proud of Boss’ adaptation to the Nazi banner. In place of the swastika is a heart. “While I would never praise Hitler, one must admire his keen eye for art and design,” said Lahrs. “These military fashions hold up today.” Lahrs believes that the famous and muck-loved Volkswagen Beatle proves that people will accept some Nazi innovations. “Hitler dreampt of the VW Beetle which became an emblem of freedom 40 years later,” he said.
Fashion editor of the Webzine FashionFront.com Julie Hynes said, “There is no disputing the power of the Nazi color palette.” These colors “live on today with athletes like Tiger Woods and Michael Jordan,” he said. “One cannot criticize Boss for using what works.”
Heil Love! will reach consumers in the EU in Summer 2013 and everywhere in Fall 2013. People in Germany may be greeting each other with a hearty “Heil!” once more. Time will tell if Boss will invent a modified Nazi salute for its new clothes. Perhaps a simple smile will do.
