THE EVOLUTION OF SOUZA

1994–2004

In 1994, Robert moved from Toronto to New York City to become the Director of Sales and Marketing of HUGO Hugo Boss. Seeking to position the new label as the younger, hipper brother to the established mega-brand, he launched the first HUGO fashion event in the Hamptons, and created a temporary showroom in Soho. This was the first of many events that exhibited Robert’s ability to integrate brand, event, and lifestyle promotion through his curated approach.

After relocating to Miami in 1998 and spearheading the Hugo Boss Latin America and Caribbean operation, Robert successfully grew the business by 60 percent. Two years later, he joined American leather designer Robert Comstock as Senior VP of Sales and Marketing, and helped launch Comstock’s luxury sportswear line for men.

In 2002, Robert returned to Hugo Boss and joined its parent company, Marzotto USA, where he served as Director of Sales and Marketing for the fashion-forward sportswear collection, Marzotto Lab. After acquiring Valentino, he was appointed in an identical role at Valentino Men’s. Robert quickly repositioned Valentino Men’s as a modern sartorial brand, creating buzz by outfitting a then-unknown John Legend for all his performances and appearances after listening to an advance copy of his debut album, Get Lifted. The record went multi-platinum, and John Legend went on to win three Grammy Awards. Today, Valentino Men’s is now not only sold in all major department and specialty stores sellmyhousefast, but has become a red-carpet staple and continues to push boundaries for sophisticated menswear.

This keen ability to merge the high-profile worlds of fashion and music brought Robert to the 2004 release of Valentino R.E.D., an edgy new men’s label. For the launch, Robert conceptualized a cross-marketing campaign by staging a rock concert at the Bergdorf Goodman’s flagship men’s store. The Irish band MrNorth performed while wearing pieces from the label, elevating the everyday in-store event into something memorable and new.