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HUGO x Flowers for Society: A Fresh Take on Footwear

The HUGO x FFS GO-2 is a fusion of street-style and hiking-inspired design.

June 24, 2024
in Hugo Boss, Paris Fashion Week, Sneakers
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HUGO x Flowers for Society
© HUGO © FFS

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.

HUGO x Flowers for Society
© HUGO © FFS

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.

View Gallery 9 images
Tags: PFWsneaker releases
Katarina Doric

Katarina Doric

DSCENE Magazine's Features Director

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