HUGO BLUE: New brand line with focus on denim

HUGO BLUE: New brand line with focus on denim

In a launch event that buzzed with creativity, HUGO brought the style and spirit of its new brand line, HUGO BLUE, with denim at the core, to Berlin on March 6th. Around 1,000 guests were invited to uncover the first collection, entering the world of HUGO BLUE in an immersive experience that combined product installations with the multiverses of entertainment and gaming.

Upon arrival at the venue, Wilhelm Hallen, guests entered a blue “tunnel” that transported them into HUGO BLUE’s world. Bold logo details and a color palette in various shades of blue amplified the effortless vibe of the new brand line, encompassing menswear, womenswear, and gender-neutral pieces. Its focus is on denim essentials and a variety of streetwear staples, including graphic T-shirts and hoodies, tops, shorts, trousers, outerwear. Key looks were displayed in a unique and unexpected way in three dedicated “closets” – each with differently themed décor, from playful inflatables to wall-to-wall denim and captivating LED panels – which provided perfect photo opportunities.

The event showcased a customization zone, where local artists Rafaella Braga and Max Teutsch worked live, adding personalized touches to guests’ HUGO BLUE pieces.

The event also marked the unveiling of PLANET HUGO, an ecosystem of unique, interconnected experiences on Roblox, a leading platform for communication and connection. PLANET HUGO’s first two 3D environments, HUGO HANGOUT and HUGO FASHION MATCH, were debuted at the launch event in a gaming zone featuring multiple screens that displayed several immersive spaces at once.