The HUGO brand delivers an innovative look for men and women with a young, upbeat lifestyle. With their stylistically unique and innovative vibe, the collections target a progressive clientele that defines fashion as a matter of attitude.

Initially introduced as a menswear line, HUGO was first launched in 1993 and complemented by a womenswear collection in 1998. The HUGO world is rounded out by shoes and accessories along with eyewear and fragrances that are produced under license.
Eyan Allen is the creative force behind HUGO Womenswear; Bart de Backer is responsible for the men’s fashions.

As a global brand, HUGO is currently available in 41 countries around the world. A unique store concept plus seasonal advertising campaigns featuring international photographers and models enhance the brand image. Beyond this, glamorous shows and events in the fields of fashion, music and film enhance and emotionalize the collection statements. The HUGO Tracks playlist, which is published in the HUGO BOSS online magazine eMAG, presents monthly updates featuring the latest titles from top electronica artists.

World capitals such as New York, Barcelona and Amsterdam have their own HUGO stores. Central Berlin is home to a special HUGO concept store.