Brand Guide east meets west Hugo hugo boss new collection ss21

Introducing The HUGO East-Meets-West Collection SS21

Beth Fraser on Tue, Feb 23, 21

HUGO are never afraid of pushing the boundaries when it comes to reworking their logos to create diverse and cutting-edge looks. Drawing on all the tradition and expertise of sister brand BOSS, HUGO creates a statement style for the confident, season after season.

This season is no different, with their punchy colours and bold logos, the Spring collection sees the injection of clashing patterns and a new look for the HUGO logo. The bold new motif, designed in collaboration with Japanese-Brazilian tattoo artist Jun Matsui, together creating a style without borders with the new tyre-print logo taking centre stage in each item of the East meets West Collection.

Recognised and admired worldwide, Jon Matsui’s work is influenced by ethnic tribal graphics between the ancestral and the modern, a key theme that underpins his own work, and has also carried through to HUGO’s spring collection, too. The logo itself has been transformed into a tribalized version with sharp edges and bold colours. The logo is repeated into a track mark pattern that runs through each item, as a back print, hem detail or both. Representing the crossroads that HUGO finds itself at, describing it as a place where “modernity, tradition, respect, and rebellion, come together”

Discover the collection today at EQVVS.


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