THE NEW GO-TO FOR SO­PHIS­TI­CATED STREET COOL: HUGO

Female (Singapore) - - CONTENTS - – IJ

Boss’ sis­ter brand fills the niche be­tween ef­fort­less ca­sual sta­ples and Hype­bae chic.

The many sub-lines of Hugo Boss can be as head-scratch­ing as a West­world plot – so the Ger­man fash­ion pow­er­house stream­lined its busi­ness last year into just two. The more well-known Boss is syn­ony­mous with hand­some, for­mal tai­lor­ing and boy-next-door dream­boats like Joseph School­ing. On the other hand, Hugo, which opened its first stand­alone store here at #03-12A Ion Or­chard re­cently, prefers be­ing as­so­ci­ated with the likes of se­cret rave par­ties (it held one in a ware­house in Kal­lang Way in Novem­ber), ris­ing mu­si­cians

(it co-hosted the rau­cous launch of Zendyll Pro­duc­tions – a col­lec­tive of pro­duc­ers, song­writ­ers and artistes founded by Jon Chua of the Sam Wil­lows – at Kilo Lounge), and gen­eral youth cul­ture – all with­out los­ing the pol­ish of its sib­ling la­bel. Take its S/S ’19 col­lec­tion ($69-$1,400) that launches this month. For all its ’90s Berlin techno in­flu­ences (wind­break­ers, trendy bike shorts and a punchy pas­tel palette), the made-for-ev­ery­day pieces sport ele­gant, clean lines with not a brash logo or mo­tif in sight. For fill­ing that niche be­tween ef­fort­less ca­sual sta­ples and Hype­bae chic, we give two thumbs up.

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