The new line will launch four collections per year. It will be supported with a 360-degree marketing rollout and shop concept dedicated to the younger target group, the company said in a press release.

Hugo Blue will be a part of the Hugo family and will introduce the well-known Hugo logo in blue as a powerful form of self-expression. The brand line for men and women is inspired by street culture, and will feature a relaxed approach, including some unisex styles. Denim is at the core of the collection, which will also include jersey, knitwear, outerwear pieces, and accessories.

Hugo Blue's products will be available worldwide in Hugo retail stores and via the company’s online store. Hugo wholesale and e-commerce partners will also carry the new line.

The order season for the first Hugo Blue collection for summer 2024 will start in June 2023. The products will arrive at the points of sale in February 2024.

"In line with our new brand direction and 24/7 approach, we are continuously expanding our range of casualwear offerings. Building on the successful brand refresh of Hugo, it was a natural step forward for us to launch a second line under Hugo. With the new line we appeal to the younger generation of consumers and realise the brand’s full potential. We want to inspire our customers and are confident that Hugo Blue will attract new fans for Hugo,” said Daniel Grieder, CEO of Hugo Boss.

Fibre2Fashion News Desk (DP)