HUGO: A New Beginning for an Exceptional Brand

Since the FW 2010 collection, HUGO has undergone significant changes, becoming more focused and sharpening its edge. Sharp lines, a fashion-conscious and strong message, and the high quality that embodies them are delicately fused with elements of creativity-filled leisurewear. Of course, HUGO's sophistication lies in its ability to avoid being overly trendy, offering a modern style that highlights the wearer's personality. This is why it continues to be loved by those who do not want to be defined by their clothes, but rather choose clothing that expresses their individuality.

The location chosen for HUGO's first Asian flagship store was not Tokyo, but Osaka, Japan's second-largest city. There is a reason for this. Herbis Plaza Ent, located in the city center, is currently the most famous commercial area, lined with flagship stores of luxury brands, exuding a sense of class. The HUGO directly managed store that opened on the first floor adopts the latest store concept. Similar to the HUGO Takashimaya Shinjuku store opened in 2010, the interior features a "clean and calm image." The men's and women's wear collections are displayed here.

The simple interior, based on beige and gray, brilliantly highlights HUGO's structured and elegant cuts. The fixtures use frosted glass, creating a mirror effect and revealing a spacious atmosphere. Furthermore, aged wood fixtures, harmoniously colored, assert their presence on the sanded cement floor.




To commemorate the opening, approximately 350 guests attended the event, with the store illuminated in "RED," HUGO's concept color. A ribbon-cutting ceremony was held with Klaus-Dietrich Lahrs, Chairman and CEO of HUGO BOSS AG, Gerrit Lützel, President & CEO of HUGO BOSS Asia Pacific, Hirofumi Osawa, President of HUGO BOSS JAPAN, and Yoji Kido, Director and Senior Managing Executive Officer of Hanshin Electric Railway Co., Ltd., along with celebrities who came for this special occasion.


Let's hear some comments from the celebrities.

"This HUGO has a theme of 'fusion with music,' and I fell in love with this pop-colored dress at first sight. I really like it," said Chisa (Musician, GIRL NEXT DOOR).

"I am delighted to be among the first in Asia to open the doors of HUGO. The store is modern and designed to make the clothes easy to see; it's a wonderful shop. I also appreciate that HUGO BOSS offers a wide range of lines. This gorgeous dress is from HUGO Black," said Ai Tominaga (Model/Talent).

"HUGO BOSS has a clean image, but HUGO has accent colors and a sense of sexiness. I think there are clothes here that can be enjoyed by a wide range of people, from masculine individuals like Musashi to those with my type of style," said Shosuke Tanihara (Actor).

"When I hear HUGO BOSS, I feel a sense of kinship. I actually have German heritage, and BOSS is also German. This simple dress, with its elegance and understated sexiness, feels very German to me," said LIZA (Model).



After the opening event held in the store, an after-party took place at "LAWRY’s THE PRIME RIB OSAKA" within the same Herbis Plaza Ent. Since last season, HUGO has been communicating 'HUGO = Music' through collaborations with musicians worldwide. At the after-party, where this modern, stylish, and avant-garde image was expressed through music, guests experienced HUGO from various angles through the music of 80Kidz, 5ive (COS /MES), and DJ Phillip Koenig, who flew in from Germany for the occasion, as well as VJ performances.

Thus, the curtain rose spectacularly and fittingly for HUGO's first Asian flagship store.