Hugo Boss has just joined the Brands at M&S roster, bringing its men’s underwear and loungewear range to Marks & Spencer customers across the UK. This move strengthens M&S’s premium lineup and aims to give shoppers more choice in everyday menswear staples.
What Hugo Boss will sell through M&S
The German label will make underwear and relaxed pieces available via the Brands at M&S platform. Expect familiar wardrobe basics aimed at comfort and fit.
- Boxers and briefs
- Vests and T-shirts
- Casual loungewear and lounge shorts
Hugo Boss products will sit alongside M&S’s own ranges, offering a premium option for shoppers seeking branded essentials.
How Brands at M&S has grown and who’s already on board
M&S has steadily expanded its third-party brand marketplace. Names already available include Calvin Klein and Tommy Hilfiger. The platform also features Jigsaw, Sosander and Jaeger.
The programme now hosts more than 35 brands, creating a wider choice for customers who want high-street convenience with premium labels.
Why this matters for the UK menswear market
M&S is already a leading seller of men’s underwear. Around one in five British men buy their boxers or briefs from the retailer.
Adding high-profile labels helps M&S solidify its position in a UK market valued at roughly £295 million for branded underwear and loungewear.
M&S’s digital push: M&S Man and online-first shoppers
The retailer has launched M&S Man, a digital channel focused on men’s style. It targets the growing number of male customers who prefer to shop online.
- More than 60% of men favour online shopping over store visits.
- M&S Man aims to meet customers where they shop most.
Pairing big-name collaborations with a stronger online presence boosts reach for both M&S and partner brands.
New menswear tech and M&S’s own performance line
M&S is also refreshing its in-house offering. The Autograph Performance range mixes classic design with functional textiles.
Features shoppers will notice
- Advanced stretch fabrics branded as 360 Flex
- Tech Wool for smarter, travel-ready tailoring
- Moisture-wicking chinos for active days
- Antibacterial finishes on everyday T-shirts
- Shoes fitted with Smart Step Technology soles
Mitch Hughes, M&S’s Director of Menswear, says the new collection is a clear sign the retailer is focused on growing menswear. He frames the edit as design and technical innovation built for modern life.
What shoppers can expect next
The Hugo Boss drop is part of a wider reshape designed to drive growth in menswear. More brand partnerships and product launches are likely as M&S seeks to broaden its appeal.
For customers, the benefit is clear: more choice, better technology in garments, and easy access to premium labels through M&S’s stores and online channels.
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Naomi is a clean beauty expert passionate about science-driven skincare and natural remedies. She demystifies ingredients and shares routines that empower readers to glow — naturally.