If racing is a sport for the young, then HUGO – the younger sibling of the two HUGO BOSS brands – is comfortably in the driver’s seat with its latest round of Formula 1 events, partnerships, and race day-defining collection of apparel.
In partnership with the Visa Cash App RB (VCARB) Formula One Team, HUGO will bring fans a signature HUGO pop-up shop featuring a hands-on experience replete with a racecar simulator that will bring to life the HUGO x Racing Bulls capsule collection. The pop-up shop is open May 2-5 on the Lower Level between Nike and Zara.
The pop-up shop at Aventura will carry the new, co-branded HUGO x Racing Bulls collection, which encourages Formula 1 fans to experience the thrill of the race while showing dedication to their favorite team.
Combining references to contemporary tailoring, modern performance wear, and iconic fanwear, the capsule features a combination of sharp and laid-back, sporty separates.
Highlights include a bull-print blazer with coordinating suit pants, a smooth leather jacket with contrasting details in tactile suede, and an array of laid-back pieces like hoodies, tracksuits, and cargo pants. Its color palette of black, gray, cream, and sand tones are infused with HUGO’s bold, iconic red hue, capturing the rebellious, youthful attitude that runs through all elements of the brand’s partnership with the VCARB Team.
Leather Jacket
Hoodie
Bull-Print Blazer
Cargo Pants
Print Tee
Striped Tee
Bull-Print Tee
White Logo Tee
The latest HUGO x Racing Bulls collection will be on display, taking a closer look at self-expression and individuality lending credence to the brand’s moto: “your style, your look, your way.” Guests can experience the world of HUGO and the spirit of racing with the latest collection that embodies teamwear, travel-wear, and fanwear. Guests will also get a hands-on experience at the pop-up with a racecar simulator really bringing the collection to life.
Visit the HUGO pop-up from May 2 to May 5 located on the Lower Level between Nike and Zara. The HUGO x Racing Bulls Collection will also be available in-store at HUGO on the Upper Level starting May 5.
