THE NEW GO-TO FOR SOPHISTICATED STREET COOL: HUGO
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.