New arrivals

The campaign

  • Spring/Summer 2017 – Digital Oasis

    The new Spring/Summer 2017 campaign, Digital Oasis, explores the crossing on- and offline worlds. With the desert as a backdrop, photographer Harley Weir captures a cast of up-and-coming and established talent from film, fashion and art.

  • "Shall I speak Sims?"

    Kiki Willems, model

    New
  • "No comment."

    SoKo, musician

    New
  • "His name was originally Cooper Kenny"

    Wyatt and Fletcher Shears of band The Garden

    New
  • "Mayonnaise, caterpillar..."

    Anwar Hadid, model

    New
  • "I'm a teenager with unlimited creative power."

    Luka Sabbat, stylist and entrepeneur

    New
  • "I really wanted to be me and my own voice."

    Devon Aoki, model and actress

    New
  • "It was that intense, ecstatic feeling."

    Felix Gesnouin, model

    New
  • "Is it not like fireworks?"

    Kiki Willems, model

    New
HUGO Man fragrance with Zac Efron HUGO Man fragrance with Zac Efron
#YourTimeIsNow

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.