Hugo Boss's Hugo Brand Presents Denim Capsule Featuring Replay

MOOD INDIGO: Hugo Boss's young brand Hugo has teamed up with Italian denim specialist Replay to a capsule collection released on September 28.

It's part of Hugo's ambition to bolster its denim offering as the brand builds its own voice as a complement to the main line of Boss line. Both brands are the result of Hugo Boss' most recent transformation and are pushing to expand their appeal to young consumers.

The capsule collection features on-trend denim styles for men and women combined with simple jersey pieces. Made entirely from organic cotton, the men's range includes a denim jacket and straight-cut jeans; a denim overshirt; matching roomy pants; a garment-dyed indigo t-shirt and hoodie, and a crew-neck t-shirt.

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The latter will bear the emblem of the capsule collection, a combination of the logos of the two brands tinted in red .< /p>

The women's range includes boyish jeans in three washes and a number of off the shoulder t-shirts , as well as a short jacket with raw edges and matching balloon jeans.

The collection sells for between 68 euros for T-shirts and 278 euros for denim jackets.

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

Boss has boosted his social media profile, especially on the Gen Z friendly platform TikTok and Hugo The Replay capsule is no exception.

TikTok creators Oluwanifewa Agunbiade, Louis Powell and Isla Loba were asked to submit campaign images tours in London. They were asked to style the collection by adding their personal touch and accessories. Hugo is also releasing a dedicated effect on the platform, known as "Rewind Your Day", allowing creators to post transition-like videos that showcase the collection's versatility day and night.