HUGO, the younger of the two HUGO BOSS brands, provides a platform for self-expression and an authentic way of dressing. It is defined by bold attitude and spirit of self-expression, offering the perfect head-to-toe look for every occasion. HUGO is a fusion of street fashion and tailoring, offering fashion options that allow you to make a bold statement with your style.

The collections encompass everything from sharp tailoring and glamourous party-wear to easy-wear denim and jersey pieces, with a strong emphasis on the signature colours of black, white and HUGO Red. A 24/7 lifestyle brand for rebels and rule-breakers everywhere, who know that being yourself is the most powerful thing you can do.