New season

Logoed Looks

HUGO x Smiley collaboration for men by HUGO HUGO x Smiley collaboration for men by HUGO
HUGO x Smiley

Designs to make you happy. Be your authentic self with our latest collaborative capsule, HUGO x Smiley. Featuring standout pieces highlighted with our signature logo and the iconic Smiley® graphic.

white calligraphy logo styles for men by HUGO white calligraphy logo styles for men by HUGO
Artsy new icons

Our logo gets a colourful twist for spring. This season’s must-have pieces are decorated by Japanese calligraphic artist Shin Rei, and feature our iconic logo and accents of HUGO red.

Bear logo for men and women by HGO Bear logo for men and women by HGO
Beware the bear

New statement styles have just landed. Explore pieces printed with our iconic bear motif, reinterpreted by Japanese-Brazilian tattoo artist Jun Matsui and inspired by his East Asian heritage. 

Shop men's styles

Shop women's styles

white logo t-shirt for women by HUGO white logo t-shirt for women by HUGO
Forever icons

The styles you love to love. Explore classic HUGO icons printed with a simple 3D effect logo.