The HUGO boy refuses the old and rigid rules. He is someone who does not accept to follow, but always rises to the lead with a very unique ego in fashion.
From 16th June 2018, Vietnam will be the first market in Southeast Asia to be chosen by HUGO BOSS to launch an independent store for the HUGO brand. This concept gives customers a new shopping experience with ample space which remains very private when compared to the old store concept. Neighboring country, Singapore, also has to wait until September to launch such an independent store. Up to now, HUGO stores have always been in shop form with booths located in common spaces in large commercial centers.
Along with the new concept, the HUGO shop at Vincom Ba Trieu is located at the entrance hall of the shopping center on Ba Trieu street.
Inside the 100-square-meter store, we can explore HUGO men’s main lines of product: Business (for busy days at work) and Casual (for relaxing moments). Since the Spring-Summer 2018 collection, HUGO has made fans pay more attention by incorporating motifs of famous street paintings by Jean-Michel Basquiat. Taking inspiration from the paintings of this American genius is a statement that is both powerful and still very subtle about the HUGO Boy.
Born in 1993 with a quarter of a century of development, HUGO is a brand for young people who want to define their personal style. For boys, HUGO brings sharpness in cut lines and coherence in design without any feeling of being forced. All costumes of HUGO can be combined together to form a personal statement of each young person.
Possessing the quintessence of tailoring profession accumulated over decades, along with the acumen in grasping modern trends, HUGO transcends the conservative viewpoints of men’s fashion to create outfits for men who take the lead, but refuse to follow past rules.
Founded in 1924 by Hugo Ferdinand Boss in Metzingen, Germany, HUGO BOSS is one of the world’s leading fashion groups with two brands BOSS and HUGO. With its elegant design, leading apparel technology and premium fabric, the company has brought high-end fashion products and accessories for both men and women. The company now has around 14,000 employees and a turnover of 2.7 billion euros in fiscal 2017.
