HUGO

HUGO | Style and character of the brand

HUGO emerged from the rebranding of fashion house Hugo Boss, which chose to separate its portfolio into two independent lines: HUGO and BOSS. This strategic move aimed to modernise the brand image and align more closely with the expectations of a younger, global audience. The HUGO line embraces a contemporary approach to fashion while maintaining the highest standards intrinsic to a premium label. As a result, HUGO has developed a distinctive character that sets it apart from competitors and appeals to women and men seeking a fresh perspective on style.

HUGO’s aesthetic blends avant-garde design with a relaxed interpretation of elegance. The line captivates with bold cuts, original detailing and an effortless flair that resonate strongly with a younger demographic.

Clothing and footwear by HUGO

The women’s and men’s collections from HUGO include a broad selection of jackets and coats designed to suit different seasons. You can discover winter coats, down-filled styles, casual bombers, as well as lightweight denim jackets and transitional designs ideal for warmer days. The brand also presents an extensive range of knitwear, women’s and men’s HUGO sweatshirts, classic polo shirts, T-shirts and trousers, including jeans that combine modern styling with everyday comfort.

The collection also features more refined options, such as suits and shirts for men, and evening dresses and coordinated sets for women—perfect for more sophisticated ensembles. This breadth is equally evident in the footwear selection: the men’s and women’s HUGO lines include slides, sandals, plimsolls, trainers, sneakers, high-top styles and snow boots. HUGO women’s sneakers stand out for their contemporary design, blending an on-trend look with all-day wearability. HUGO offers premium-quality pieces for those drawn to bold style and modern elegance.

HUGO accessories for her and for him

HUGO offers more than just clothing—it also presents a diverse range of accessories designed for both women and men. For her, the selection includes everyday HUGO handbags such as shoppers, structured top-handle styles and crossbody bags that unite practicality with a fashion-forward edge. The collection also features evening bags suited to more formal outfits. Women’s accessories extend to a variety of stylish and functional pieces, including hats, scarves, shawls, baseball caps, belts and HUGO women’s watches that complete the everyday wardrobe with ease.

For him, HUGO delivers an extensive assortment of bags and backpacks, including travel bags, sports holdalls, reporter bags, and compact belt bags and wash bags. The men’s accessories range also includes card holders, wallets, belts, hats, scarves, gloves and jewellery, including necklaces and bracelets.