Thursday 3rd August

| BY Finn Blythe

HUGO Flip Their Logo For New Capsule Collection

02_HUGO_FW17_Campaign_Paul_Hameline

HUGO are really flipping things on their head at the moment. Well their logo anyway. As part of their latest capsule collection – AKA the reversed collection 2.0 and a follow up on last year’s memorable capsule – the HUGO logo has been reversed on a collection of tees, sweats and accessories. This year there are some changes – most notably the camo. They’ve only gone and re-invented it. Gone are the blobular (allow us) spills of varying shades of green, replaced here with a more angular, jagged sort of thing that looks a bit mean. Is it equally effective in the field? Who cares, the message is a clear one – for us at least – break out of your normal routines, flip the switch, shake up the applecart, wear some HUGO reverse tees. Life’s short. Wear HUGO.

www.hugoboss.com