German fashion house Hugo Boss AG plans to raise prices globally, partly to cushion the impact from higher US tariffs. The company will introduce moderate price adjustments with the upcoming Spring 2026 collections, chief financial officer Yves Müller said on a conference call Tuesday. China, where Hugo Boss faces particularly subdued demand, is excluded from the hikes.

“I think we have been very humble,” Müller said, citing “very moderate” price action over the last four to five years. “We are really focusing on a very good price-value proposition.”

The move follows price hikes in the US by other companies, including Hermès International SCA, Adidas AG, and Nike Inc.

Overall, Hugo Boss’s US exposure is lower than many rivals, Müller said, with the country accounting for about 1

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