Hugo has linked up with Till Jagla’s sneaker label Flowers for Society and after a debut at PFW Men’s, the two labels have officially launched the Hugo x FFS Go-2, the debut happening at Frankfurt streetwear store 43einhalb. The new drop from the collaboration is a fusion of art, attitude, and innovation, they said. 

And to celebrate that, they held a special event for the launch late last week, inspired by a floral theme with the store transformed into a flower-filled immersive pop-up. Each purchase by the guests was rewarded with exclusive items, including a tote bag, limited edition T-shirts, and bouquets. 

The sneakers combine the look of running shoes with details like a hiking-inspired tread sole and a new version of the red Hugo logo.

We’re told they embody the DNA of Hugo and the unconventional mindset of Flowers for Society with a deconstructed edge that features open mesh panels (a popular choice for sneakers at present) and overlapping layers. The colour palette includes a “striking” beige and neutral/earthy tones such as grey, green, and brown.

The shoes are available through selected Hugo stores as well as selected wholesale partners and the FFS and Hugo e-stores.

Alongside the debut of the new sneaker, the brand has also launched a new experience on Planet Hugo, its Roblox realm. With an “obby” climbing challenge and a flower shop, it invites players to conquer obstacles and claim exclusive UGCs that highlight the collaboration. 

Ahead of the official public release, Hugo Boss XP members also had exclusive early access to the drop, a further inducement for consumers to sign up.