The Metzingen clothing supplier Hugo Boss has provided the first insights into the new denim line of its younger brand Hugo.
‘Hugo Blue’ will be presented at a launch event in Berlin on March 6th, Hugo Boss announced on Wednesday. The digital world with Metaverse, gaming and entertainment should also play an important role. Areas that are particularly important for the young target group.
The new line, which was announced a year ago, focuses on denim and streetwear, while the main Hugo line relies on elevated casual wear and modern tailoring. The Hugo Blue range includes pieces such as jeans, skirts, jackets and trench coats, shirts, shorts and casual jersey pieces with logo details.
Both lines are intended to appeal primarily to a young target group around Generation Z. The fashion group is bringing national and international personalities such as the Frankfurt rapper Reezy, the British actress Jasmin Jobson, the US rapper Teezo Touchdown, the Chinese musician Rikimaru, the US model Cara Taylor as well as the Tiktoker and gamer into the current campaign for both lines Vinnie Hacker together in front of the camera.
The 2024 summer collections for the Hugo lines will be available in stores and in the brand’s own online shop from February 28th.