HUGO has taken a bold step into the streetwear by unveiling an exclusive sneaker design in collaboration with Flowers for Society (FFS), a premium footwear brand known for its disruptive approach and creative community focus. The new HUGO x FFS GO-2 made its grand debut at Men’s Paris Fashion Week, offering a tantalizing preview of what’s to come from this exciting partnership.
SNEAKERS
The HUGO x FFS GO-2 seamlessly blends street-style essence with hiking-inspired accents, creating a versatile design perfect for self-expressive individuals who live by their own rules, in line with HUGO’s “HUGO Your Way” mantra. Flowers for Society’s distinctive deconstructed aesthetic brings a modern edge to the sneaker, featuring open-mesh details, unstitched elements, overlapped layers, and a mix of finishes and transparencies. Adding to the bold design is an unexpected twist on HUGO’s iconic red label, prominently displayed at the heel counter.
To generate buzz among tastemakers and trendsetters, the HUGO x FFS GO-2 was presented at a flower shop-inspired pop-up in the vibrant Marais district during Men’s Paris Fashion Week. This unique setting allowed guests to discover the collaboration while enjoying drinks from an on-site bar. Notable figures in the sneaker community were gifted the new sneakers along with celebratory bunches of flowers. The event also served as a backdrop for capturing inspiring content, showcasing guests trying on the sneakers and embracing the capsule’s vibrant spirit. The sneakers quickly caught the eye in street-style content, with tastemakers flaunting the HUGO x FFS GO-2 around Paris, drawing attention with their bright colors and bold aesthetic.
The first official drop of the HUGO x FFS GO-2 is slated for Fall 2024, and will be available in global HUGO stores, selected wholesale partners, and online at flowersforsociety.com and hugo.com. This launch promises to be a major highlight in the fashion calendar, offering a fresh, innovative take on footwear that bridges streetwear and high fashion.
