Home Capsule Collections Hugo x Replay Denim Capsule Collection

Hugo x Replay Denim Capsule Collection

Hugo x Replay Denim Capsule Collection

Hugo Boss’ young brand Hugo is teaming up with Italian denim specialist Replay for a capsule collection which dropped September 28th, 2022.

It’s part of Hugo’s ambition to strengthen its denim offering as the brand builds its own voice complementing the Boss main line. The two brands are the result of the most recent Hugo Boss transformation and push toward broadening their appeal among younger consumers.

The capsule collection comprises trend-driven denim styles for men and women combined with easy jersey pieces. Crafted entirely from organic cotton, the men’s lineup includes a denim jacket and straight-fit jeans, a denim overshirt, matching baggy jeans, a garment-dyed indigo T-shirt and hoodie, as well as a crew-neck T-shirt.

The collection will bear the capsule collection’s emblem, a combination of both brands’ logos tinged in red.

The women’s range includes boy-fit jeans in three washes and a number of drop-shouldered T-shirts, as well as a cropped jacket with raw edges and matching balloon-fit jeans.

“Since our brand refresh last January, denim has established itself as one of Hugo’s codes. Replay is one of the greatest denim brands, so we thought they were the perfect partner for this collaboration,” said Miah Sullivan, senior vice president global marketing and brand communication.

Boss has been ramping up its social media profile, especially on Gen Z-friendly platform TikTok and the Hugo Replay capsule makes no exception.

TikTok creators Oluwanifewa Agunbiade, Louis Powell and Isla Loba were tapped to front campaign imagery shot in London. They were invited to style the collection adding their personal flair and accessories. Hugo is also releasing a dedicated effect on the platform, known as “Rewind Your Day,” allowing creators to post transition-like videos showcasing the collection’s versatility day-to-night.


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