Hugo Boss launches a new fragrance from the Hugo line in January 2017. The new Hugo Iced is a refreshing aromatic - woody fragrance that supposedly brings a wave of icy freshness and energy, designed for modern and urban men. Top notes of iced mint, both sweet and fresh, lead to the heart dominated by notes of wild tea. The base features woody and green character of Indian vetiver root.

Hugo Boss AG is a German fashion and lifestyle house, founded in 1924 by Hugo Boss. Originating in Metzingen and still based there today, the company offers multiple lines of fashions and accessories under the core brands Hugo and Boss. The Boss brand offers the following lines: Boss Black, modern classic clothing and the broadest range of products; Boss Orange, more unique and Bohemian in style; Boss Selection, high-end menswear; Boss Green, focusing on sports and active wear. The Hugo brand is known for its fashion-forward, European-influenced styles. The company produces fragrances in conjunction with Proctor & Gamble Prestige. Fragrances for men and women are offered under both the Boss and Hugo brands. The first fragrance was Boss Number One for men, launched in 1985.