Since branching out into HUGO and BOSS, both brands have been carving out their identities, defining who and what part of culture they weave into. HUGO, the younger of the two brands, is all about self-expression, which tees up perfectly with the launch of its new sub-label, HUGO BLUE. Cue the blue — and I mean lots of it.
A casualwear range with a nostalgic take on classic staples, HUGO BLUE is all about denim and individuality. Do you like your denim rigid, washed, 80s styled? The collection has it all, with unisex pieces like hoodies, vests, and t-shirts that are designed to be worn every day and everywhere.
Event night, or what I like to call, the big blue bang, highlighted HUGO BLUE’s focus on denim and streetwear. Over 1000 eager community members from not only Berlin but New York and London, too, poured into the German capital’s iconic Wilhelm Hallen for a celebration that tapped into all aspects of creativity – from product installations and multiverse gaming to musical performances and customization stations.
Walking through the blue ‘tunnel’ entrance, you were automatically transported to a new planet, a new world where everything was blue (drinks, clothes, lights, the floor), with the pieces from the collection housed in mini walk-in closets each with differently themed décor like playful inflatables, a denim sofa and coffee table and wall-to-wall mirrors and blue LED panels. Gifted with a HUGO BLUE denim tote on arrival, local artists Max Teutsch and Rafaella Braga were on hand if you wanted to personalize it with piercings, rings, or paint — yes, we did write Highsnobiety on our tote.
As with most interactive experiences these days, it was no surprise that HUGO created PLANET HUGO to unveil at the event, an ecosystem of interconnected experiences on Roblox (the gaming platform that has a whopping 70 million users daily). 3D environments like the HUGO HANGOUT and HUGO FASHION MATCH replicated the physical event space where you could complete obstacle courses to win digital wearables to dress up your (or someone else’s) avatar. Bullseye when it comes to hitting your Gen-Z audience.
Back from the Metaverse, the spotlight was shining on the HUGO tower, a central structure that hit the hall's roof with an integrated DJ booth and streaming screens of eagle-eye footage. The brand continued the night with an electric performance by rapper and Grammy-nominated songwriter Swae Lee – remember the mannequin challenge that had most of us in a chokehold? Yeah, that was him.
German rapper Reezy and actress Jasmine Jobson from UK’s hit show Topboy, who stars in the very first HUGO BLUE campaign, were in more of the stellar cast in attendance, as was German DJ Adam Port of Keinemusik, who finished the night in true Berlin style. Every aspect of the evening represented what HUGO’s DNA is all about, and if the event is anything to go by, you can expect a lot of crazy creative energy from HUGO BLUE.
Check out and shop the HUGO BLUE SS24 collection here.
