HUGO BOSS is not only a manufacturer of clothing and accessories, but also a patron of plastic arts. Since 1996, Hugo Boss has cooperated with new york Guggenheim Equity Fund to award Hugo Boss Award. Hugo Boss Award is awarded every two years, and judges composed of directors of historical museums all over the country, regardless of age, gender, nationality and news media, select artists who have contributed to modern art. The finalists are Gu Zhengfang, Kazuhiko Hachi, Olafs Eliasson, Francis Alice, Pierre Hughie and Anri Sala. In addition, Hugo Boss also sponsored contemporary artists such as Jeff Koons, dennis hopper and Frank O. Gehry to produce new projects related to Hugo Boss, which not only improved the depth of new projects, but also increased the use value of plastic arts for Hugo Boss's famous brands. In terms of sports culture, HUGO BOSS sponsors Formula One racing, IRL, golf, badminton and skating. This kind of fitness exercise also means that the brand image of BOSS brand is successful, charming and modern.