This summer, HUGO presents a new world as it expands its offerings with two lines.

HUGO BLUE is joining the iconic HUGO main line with a relaxed and inclusive collection, featuring denim, streetwear, and a diverse range of gender-neutral styles. The main line continues to focus on elevated casual wear and contemporary tailoring.

An extraordinary cast of talents from various creative industries come together to represent both brand lines. Reezy, Jasmine Jobson, Teezo Touchdown, Rikimaru, Cara Taylor, and Vinnie Hacker embody HUGO’s influence in the world of fashion and popular culture.

The campaign visuals feature the brand’s iconic red and the new blue color codes, symbolizing and cementing the two sides of HUGO.

The Summer 2024 collections from the HUGO main line and HUGO BLUE will be available to shop in-store and online at Hugo.com.

About HUGO and HUGO BOSS:

HUGO, the younger of the two HUGO BOSS brands, provides a platform for self-expression and an authentic way of dressing. Globally engaged and culturally fluent, the brand crafts clothes with individuality and attitude for those who dare to break with convention; those who set trends rather than follow them. Additionally, HUGO-licensed fragrances, watches, eyewear and kidswear all capture a youthful spirit. HUGO BOSS is one of the leading companies positioned in the premium segment of the global apparel market. The group offers collections in 132 countries at around 7,400 points of sale and online in 70 countries via hugoboss.com. With approximately 17,000 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 3.7 billion in the fiscal year 2022.