HUGO x FFS GO-2: A Collaboration Redefining Sneaker Design
HUGO, a footwear brand known for its disruptive thinking and creative community, recently announced a collaboration with Flowers for Society to create the ‚HUGO x FFS GO-2‘ sneaker design. This collaboration made its debut at Men’s Paris Fashion Week and is set to introduce new color variations in the future.
The ‚HUGO x FFS GO-2‘ sneaker design combines the spirit of street style with inspiration from hiking, catering to self-expressive individuals who create their own rules, much like HUGO’s mantra „HUGO Your Way.“ Drawing from Flowers for Society’s deconstructive aesthetic, the design features open mesh details, seam-free elements, layered overlays, and a mix of finishes and transparency, resulting in a contemporary and unique design. The signature red label of HUGO is incorporated into the heel counter, adding a touch of brand identity.
During Men’s Paris Fashion Week, the ‚HUGO x FFS GO-2‘ was unveiled at a pop-up store inspired by a flower shop, creating a buzz in the Marais district. Guests enjoyed drinks at the bar while immersing themselves in the collaboration. Famous sneakerheads visited the pop-up store, trying on the new sneakers and receiving celebratory bouquets that complemented the footwear. The event captured guests trying on the sneakers, exuding a sense of excitement and vibrant energy. Street style shots of guests walking the streets of Paris in the ‚HUGO x Flowers for Society‘ sneakers also garnered attention for their vivid colors and bold designs.
The ‚HUGO x FFS GO-2′ sneakers will be available for purchase from fall 2024 through HUGO stores worldwide, flowersforsociety.com, hugo.com, and selected wholesale partners.
About HUGO and HUGO BOSS:
HUGO, the younger brand of HUGO BOSS, provides a platform for self-expression and authentic style. This global brand, culturally fluent and unconventional, creates unique and attitude-driven clothing for those who make trends rather than follow them. Licensed fragrances, watches, eyewear, and kids‘ wear under HUGO embody a youthful spirit. HUGO BOSS is a leading company in the premium segment of the global apparel market, with collections available in approximately 131 countries through around 7,800 points of sale and online sales in 73 countries via hugoboss.com.
About Flowers for Society:
Established in 2021, Flowers for Society revolutionizes the footwear industry by merging the physical and digital worlds to empower the creative community. Emphasizing transparency, collaboration, and unparalleled comfort, Flowers for Society creates unique products that stand out in a saturated market, fostering sustainable relationships.
For more information, visit hugo.com and follow HUGO on Instagram, Facebook, YouTube, and TikTok for updates and behind-the-scenes content.
In conclusion, the collaboration between HUGO and Flowers for Society has brought forth a sneaker design that pushes boundaries and redefines traditional footwear aesthetics. The ‚HUGO x FFS GO-2‘ is a testament to the power of creative partnerships and innovative thinking in the fashion industry.