There are two prominent sides to the Hugo Boss universe. You might be more familiar with BOSS—most often unofficially considered as the 'main' brand with a focus on business-friendly suiting, non-fussy athleisure apparel, and casual separates. HUGO, on the other hand, is more fashion-forward and trendy but still retains the quintessential Hugo Boss approach to tailoring.
HUGO has been relatively quiet but is now steadily making its presence known. The brand held its first runway show in six years in 2017, during the spring/summer 2018 season at Pitti Uomo. And then for spring/summer 2019, HUGO showed its spring/summer 2019 collection during Berlin Fashion Week. In both outings, the clothes take on more experimental silhouettes. Suit blazers are more oversized, sleeve lengths are longer, and there's a lot more streetwear-inspired pieces than we've ever seen Hugo Boss done before. If BOSS is for the modern man, HUGO is for the modern man who's not afraid to take a few fashion risks.
The complete HUGO range—menswear and womenswear—is now available in its first standalone store in Singapore. Located in ION Orchard, the store will be officially launched in 1 November 2018 but has been operational since early September. In celebration of the launch, a limited-edition white T-shirt will be made available from 1 – 7 November 2018 to the first 100 customers. The HUGO Reversed T-shirt can be personalised with up to seven characters and will be printed reversed on the left-chest side. How's that for a little touch of disruptive style?
The HUGO Reversed T-shirt is priced at SGD99 and will only be available at the HUGO store at 03-12A ION Orchard from 1 November 2018.