Thursday 1st August

| BY Paul Toner

You Can Now Personalise Your Beach Essentials With Hugo

Doesn’t everyone love to bring a customised souvenir from our holiday? A tacky nameplate key-ring, a grain of rice with your lover’s name, even those rather unflattering caricatures of yourself which paint you with a double-decker chin. You name it – if it’s personable, we’re all over it. But what about doing your custom shopping before even stepping on the plane? Hugo are here to inject some one-of-a-kind flare to your get-away packing list. The brand is offering a customisation treatment to fetching range of t-shirts, sweaters and swimming trunks. For the first four days of August, a special Hugo pop-up at Westfield White City will allow customers to emboss some of their own signature style to a range of holiday staples, including shorts, tees and jumpers. Can’t make it down in time? There’s no need to worry as the capsule collection isn getting its global release on August 7th online. So what’s stopping you from filling your suitcase to the brim with Hugo goodies? Forget those tacky floral-printed trunks your mum picked up for you from Primark for those skimpy pair of speedos which have remained tucked firmly at the back of your wardrobe. Strip it back, play it cool, and make sure everyone you fancy on the beach knows your name even before you look at them.

The Hugo-Boss pop-up opens today and goes until August 4th at Westfield White City, with the capsule collection released online August 7th.