Suit, T-shirt by HUGO Suit, T-shirt by HUGO
Spring/Summer 2017

Digital Oasis

Enter the Digital Oasis for Spring/Summer 2017, exploring the crossing on- and offline worlds, and those who live at the intersection. Clean silhouettes and sharp geometric details are fused with digital precision, but always with a touch of HUGO attitude.


80s replay

Nostalgia now

80s activewear and video games take the collection into a whole new world. Boxy shapes and pixelated aliens ensure that when it comes to style, for the HUGO man, it's never game over.

Discover the look

Discover the look

The campaign

  • Spring/Summer 2017 – Digital Oasis

    Shot in the desert, the campaign introduces a cast of bright young things, whose lives are inextricably linked with the online world. Speaking to campaign photographer Harley Weir, the stars of Digital Oasis reflect on life.

  • "Here's the million dollar question..."

    Wyatt Shears of band The Garden

  • "His name was originally Cooper Kenny..."

    Wyatt and Fletcher Shears of band The Garden

  • "It was that intense, ecstatic feeling."

    Felix Gesnouin, model

  • "Mayonnaise, caterpillar..."

    Anwar Hadid, model

  • "There's going to be quite a lot of cool stuff"

    Felix Gesnouin, model


HUGO Man: the fragrance for those who are willing to take a chance on their dreams. A woody base and aquatic notes combine in a scent that delivers confidence with every spray. Seize your potential: your time is now.