HUGO Announces Capsule Collection With Mr. Bathing Ape

HUGO Announces Capsule Collection With Mr. Bathing Ape

HUGO Announces Capsule Collection With Mr. Bathing Ape

Berlin fashion meets Tokyo streetwear for a limited edition collaboration.

Berlin fashion meets Tokyo streetwear for a limited edition collaboration.

Text: Stevie Rowley

Known for their classic styles, HUGO is shaking things up with a new streetwear collaboration. For a limited capsule collection, the Berlin-based brand partners with Mr. Bathing Ape to bring Berlin and Tokyo styles together.

HUGO makes clothes for rule-breakers and risk-takers. The nightlife, grit, and edge of Berlin fuel all of the aesthetics of the independent brand. Mr. Bathing Ape serves as the formalwear arm of A Bathing Ape. Inspired by British tailoring and Tokyo’s fashion trends, the brand combines formality with streetwear. For the capsule collection, both of the brands' aesthetics combine to create an edgy spin on classic silhouettes.

The Pre-Fall 2022 collection reimagines the iconic BAPE CAMO pattern. Adding HUGO’s signature red twist signifies the partnership and serves as the symbol of the streetwear aesthetic. The capsule collection includes signature streetwear items, such as hoodies, sweatpants, logo t-shirts, and jackets. Accessories including skateboards, caps, socks, and bodywear basics are available as well. All accessories are stamped with HUGO and Mr. Bathing Ape’s signature branding.

The collaboration made its debut at the ComplexLand metaverse event and signified HUGO’s entrance into the virtual space. Participants were invited to create their own retail experience and shopped selected pieces at the custom HUGO poop-up store. Guests could also dress their avatars in a HUGO x Mr. Bathing Ape hoodie, and could purchase exclusive items from the collection during limited drops. HUGO x Mr. Bathing Ape is a milestone for the brand as it’s HUGO’s first collaboration.

The campaign for the collection will be driven by producers from Germany, France, and the UK. All creators will create mash-ups that reflect their styles. Following the anthem of the collection, ‘Together Now’, different visuals, influencers, and worlds will come together for the campaign. HUGO social media followers will receive new content, ranging from videos, and imagery, to digital collages from artists such as Big Matthew.

The limited-edition collection is available to shop now at select BOSS and Saks Fifth Avenue stores.

Credits: All Images Courtesy of HUGO

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