ICYMI: Hugo Boss Opens Flagship Store in Asia-Pacific
by: The Beat Asia
January 27, 2023
Hugo Menswear, the streetwear-oriented arm of the Hugo Boss house, is created for a different market. Emphasizing louder designs and leaning toward the brand’s signature red label, this label’s crowd is far from the traditional Boss customer.
It is only fitting that Hugo Menswear’s first branch in Asia Pacific landed in Kuala Lumpur in mid-2022. This burgeoning metropolis is home to an increasing number of discerning, young consumers who have their eyes and ears on the street. Those who asked were answered, as its first store opened in Bukit Bintang City Centre.
It is hard to miss Hugo’s retail presence. There is a wall of bold red color that will meet your eyes even if you are meters away from the store. It stands out even more against the brushed steel surfaces that serve as a minimalist backdrop to the store’s empathic branding. From the other entrance, despite the thick black bars, the name is still unmistakably noticeable.
Let us get to the good stuff, though. Examples of elegant, forward-thinking streetwear cover the store from one wall to the another. Textures are aplenty, whether it is the clothing or the interiors, and there is plenty to try and buy. It is worth looking at the shirts with the fresh cursive Hugo print, a statement shirt that says a lot without saying much. Various outerwear and accessories are also present.
The footwear, despite not being on the top of a sneakerhead’s list, is comfort-oriented and traditional in its silhouettes.
Hugo Boss had their refresh just this year, which separated Hugo, the fashion-forward brand, and Boss, the traditional menswear label. It is impressive that Hugo has made it to these shores in record time. Nonetheless, as the only Hugo store in Asia Pacific, there are expectations that they will make available the latest clothing line from the label.
A new brand that is loyal to its roots but caters to a non-conforming norm, Hugo impresses in its ability to highlight individuality through style. This new store concept is here to serve contemporary pieces to contemporary consumers.
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