HUGO BOSS is expanding its footwear arm with the launch of its latest silhouette. Encouraging wearers to take a bold step forward, the statement crep is unleashed in the luxury fashion houses’ signature shade of HUGO red, and is served up in a range of bold colourways.
Arriving as part of the brand’s BOSS offshoot—and subsequent rebrand—the HU-GO1ST sneaker is characterised by a chunky profile, hiking-inspired reflective accents across the lace system, as well as adjustable triangular eyelets. The standout detail is the extended outsoles, which feature raised triangular patterns for better grip, while additional details like a breathable lining and branded heel loop, round things out.
What’s more, the HU-GO1ST launch is being accompanied by a social media-focused activation that is encouraging fans to join HUGO on a sneaker hunt that celebrates the idea of standing out rather than blending in. The trainer will be showcased in special window displays in stores worldwide, and can also be tried on through a virtual filter on Snapchat.
The HU-GO1ST sneaker is available now in-store and online.
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