HUGO, the more contemporary line within the HUGO BOSS family, is back in the game, with a collection of fashion-forward creations all infused with a casual, self-expressive and streetwear-inspired aesthetic. The brand has just landed in Hong Kong, and its very first store is now located at Harbour City in Tsim Sha Tsui.
The new Hong Kong store offers everything from apparels to shoes, small accessories, eyewear and fragrances. For the Fall/Winter 2019 ready-to-wear season, the brand has tapped into the heavily trending utilitarian style and Germany’s industrial heritage from 1920s to the post-war decades, and presented a collection that celebrates the working-class heroes who all played a fundamental role in the rebuild and reconstruction of Germany. The result? A contemporary collection filled with industrial references — including a colour palette of black, navy, HUGO Red, cloud beige and sleet grey — that are both symbolic and also very on trend.
Standout examples from the collection include a contemporary rural brown workwear denim jacket, which has been updated and elevated with clean cuts and sleek lines, topped off with functional details including a zip closure and drawstring hem. There’s also a special tribute to its current workers at the company, spotted in the form of a black and white photograph found printed across sneakers, caps, shirts and down jackets.
Germany’s capital city of Berlin, and specifically the autobahn to Berlin, also serves as a second inspiration to the seasonal collection, with ribbing and diagonal patterns seen on road markings reinterpreted on sweaters, sweatshirts and coats; some were even merged with HUGO’s reversed logo, giving a fresh and playful spin.
HUGO’s Fall/Winter 2019 collection will be hitting stores next month. From 8 to 11 August, customers can create their personal HUGO tee with their own name at Hong Kong’s Harbour City store to express the brand’s signature spirit of individuality and authenticity.
HUGO, Gateway Arcade, Harbour City, Tsim Sha Tsui, Hong Kong,+852 2265 8131