Hugo Boss. That is the catchline that will follow Hugo Ekitike every time he makes a decisive contribution to Liverpool's season.
And that is probably the problem. Hugo is the boss but he is also the assistant and the third in command, too. If the new £79million striker gets injured, who else is there to lead the line?
The answer is, well, no one. He is the only senior No 9 at the club with Darwin Nunez completing a move to Saudi Arabian side Al Hilal. Luis Diaz, who often led the line last season, also departed this month for Bayern Munich.