In an exciting development following their 2022 brand refresh, Hugo Boss introduces Hugo Blue, a fresh and dynamic line under the Hugo brand, set to make waves in the fashion world with its Summer 2024 collection. Dedicated to denim, Hugo Blue embodies the brand’s easygoing and unconventional look while targeting a younger audience seeking powerful self-expression through their wardrobe choices.
As part of the Hugo family, the new brand line reinterprets the iconic Hugo logo in blue, signifying a bold, youthful style. The aesthetic of Hugo Blue’s men’s and women’s collections draws inspiration from street culture and exhibits a relaxed, carefree attitude, featuring a variety of unisex styles. Denim takes center stage in the collection, while jersey, knitwear, outerwear pieces, and accessories round out the offering.
“In line with our new brand direction and 24/7 approach, we are continuously expanding our range of casualwear offerings. Building on the successful brand refresh of Hugo, it was a natural step forward for us to launch a second line under Hugo. With the new line, we appeal to the younger generation of consumers and realize the brand’s full potential. We want to inspire our customers and are confident that Hugo Blue will attract new fans for Hugo”, remarked Daniel Grieder, CEO of Hugo Boss.
Hugo Blue will launch four collections per year, maintaining the same entry price level as the existing Hugo brand line. To reach its target audience, the new line will be supported by a comprehensive 360° marketing rollout and a shop concept dedicated to the younger demographic.
The Hugo Blue collection will be available worldwide in Hugo retail stores and through the online store at hugoboss.com. Additionally, Hugo wholesale and e-commerce partners will carry the new line, ensuring an immersive brand experience for customers.
The order season for the first Hugo Blue collection, Summer 2024, commences in June 2023, with products arriving at points of sale in February 2024.