dive into the blue | HUGO BLUE

As Spring/Summer 2024 slowly begins to unfold, dive into the blue with HUGO BLUE, a fresh line with a denim-centric focus crafted and curated by the renowned HUGO. With gen-z in mind, HUGO BLUE unveils a laid-back collection anchored by denim, complemented by streetwear and an array of gender-neutral styles, all with Y2K influences. The HUGO brand promotes exploration, striving to become the choice for the socially aware generation who view fashion as a means of self-expression.

Introducing more cutting-edge styles and attitude, alongside the debut of HUGO BLUE’s denim offerings, the Summer 2024 collections present a diverse array of choices. The main line introduces modern interpretations of suiting in soft pastels and a fusion of tailored and oversized silhouettes, complemented by metallic accents, logo prints, and standout accessories. 

To celebrate the launch of HUGO BLUE, Schön! sits down with Marco Falcioni, SVP of Creative Direction at Hugo Boss to learn more about the creation of the collection, why it was important to think about the social generation while designing it, and more.

Why has HUGO decided to launch a separate line? 

Denim has always been a product category loved by younger generations and rooted in youth culture. As we continue to establish HUGO as the brand of choice for the social generation, we saw an opportunity to offer a differentiated line with denim at the core. HUGO main line will continue to focus on elevated streetwear and contemporary tailoring coming from the DNA of the brand. HUGO BLUE will offer complimentary styles with denim at the core, along with casualwear and a variety of gender-neutral styles. 

Who is the target consumer for the HUGO Blue line?

The HUGO brand and its #HUGOYourWay campaign platform have the ambition to be the premium brand of choice for the social generation of changemakers (Gen Z) who consider creative ways of dressing as expressions of their individuality. HUGO BLUE, in particular, talks to a younger demographic that’s really into what’s new in pop culture and immersed in the world of digital (i.e. the metaverse, gaming) and entertainment (i.e. music, art). 

Tell us about the HUGO Blue first collection.

The first HUGO BLUE collection includes around 280 pieces across all product categories. The focus was on denim essentials and a variety of streetwear staples, including graphic T-shirts and hoodies, tops, shorts, trousers, and outerwear. The range consists of Y2K mixed with 90´s inspired everyday essentials including menswear, womenswear and gender-neutral pieces for a relaxed street style bringing positivity and fun with its blue/black/white colour palette and the Happy HUGO icon.

There are also many references to American casual sports and service wear, like trucker jackets, workwear trousers, and coach jackets, as well as design references to tailoring pieces but executed in denim. We’re excited to see the potential to create a lot of icon pieces. Within our great jeans offer, the men´s regular fit, straight leg jeans in the dark blue wash and the women’s skinny fit jeans in the medium blue wash were our best sellers in the sell-in phase. 

Guests were gifted our favourite pieces for a style statement: denim jackets with featuring a sportswear tape around the hem with the HUGO BLUE logo. Each jacket can be customized with an iron-on flower badge featuring an integrated NFC chip, connecting to an immersive HUGO BLUE experience on Snapchat.

What other categories do you all want to enter? Started with denim, but how do you want the brand to evolve?

We really want to establish credibility in the premium denimwear market. Apart from this, we already ignited the conversation and captured the attention of sneakerheads around the globe with the successful launch of the HU-GO1ST at Sole DXB festival in 2022. The excitement continued with the unveiling of an unreleased HUGO GO-2 style last December with a private event hosted by Bloody Osiris at Miami Art Basel. Certainly, the brand plans to unveil more unique sneaker releases and collaborations in the future, as it continues to expand its presence on the streetwear scene and strengthen its relationship with the sneaker community. 

The Summer 2024 collections from HUGO BLUE are available to shop in-store and online at hugo.com now.

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