As part of the HUGO family, the new brand line introduces the well-known HUGO logo in blue as a powerful form of self-expression. HUGO BLUE stands for a bold, fresh, and young style. The aesthetic of the brand line for men and women is inspired by street culture and embraces a relaxed approach, including some unisex styles. Denim is at the core of the collection and is complemented by jersey, knitwear, outerwear pieces, and accessories.

"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,” said Daniel Grieder, CEO of HUGO BOSS.