German fashion house Hugo Boss AG will implement global price increases next year to help absorb the impact of rising US tariffs, the company announced on Tuesday.

Chief Financial Officer Yves Müller said the company will introduce “moderate” price adjustments starting with its Spring 2026 collections. China, where Hugo Boss has faced weaker demand, will be excluded from the price hikes. Müller noted that the brand has kept pricing changes minimal over the past five years and is focused on maintaining a strong price-value proposition for consumers.

The move aligns Hugo Boss with other global brands such as Hermès, Adidas, and Nike, all of which have raised US prices to cope with escalating trade tensions.

The latest round of tariffs, announced by US President Donald Trump, includes a 15% levy on Turkish imports. This is particularly relevant to Hugo Boss, as around half of its US merchandise is sourced from Europe, with Turkey being a key production hub. However, Müller downplayed the company’s US exposure, noting that the US accounts for only about 15% of its annual sales. Less than 5% of Hugo Boss products sold in the US are imported from China.

Hugo Boss shares edged up by 0.4% in Frankfurt trading after the company posted stronger-than-expected second-quarter earnings and confirmed its full-year guidance. The stock movement reflects market confidence in the brand’s cost control measures amid mounting tariff and macroeconomic uncertainties.

Under CEO Daniel Grieder, Hugo Boss has been executing a brand revamp aimed at appealing to a younger audience. The company’s strategy focuses on strict cost discipline to safeguard margins, a move that analysts at Jefferies described as a “material defensive boost” given the current volatile trade environment.

Despite challenges, Hugo Boss’s management remains optimistic. The company has been stockpiling goods in the US and rerouting shipments from China to mitigate tariff-related disruptions. Müller emphasized that Hugo Boss’s diversified supply chain and focus on operational efficiency position it well to navigate ongoing trade pressures.

With global supply chains increasingly affected by tariff disputes, Hugo Boss’s pricing strategy represents a broader trend among European fashion houses seeking to protect their margins without alienating consumers. While the company maintains its outlook for the year, executives acknowledged that external pressures are likely to persist.