Hugo and Replay team up for denim-focused fashion collaboration – Sourcing Journal

Call it the new European union.

Hugo, the younger line of German brand Hugo Boss, and Italian denim label Replay have just launched a capsule collection that celebrates self-expression.

Premiering September 28 in-store and online at Hugo and Replay stores worldwide, the Fall/Winter 2022 collaboration combines classic, on-trend denim pieces with comfortable jersey pieces and reflects Hugo’s desire to offer more denim. Each item features a red label that blends each brand’s logo and all garments are made from certified organic cotton fabrics.

Pieces for men include a traditional denim jacket and straight-leg jeans in a light, medium or dark wash, as well as a workwear-inspired overshirt and matching jeans. Four crew neck t-shirts offer different spins on the two blended logos. There’s also a garment-dyed indigo t-shirt and matching hoodie.

The women’s selection consists of boyish jeans in three washes, a choice of relaxed dropped shoulder tees, a cropped raw edge jacket and matching balloon cut jeans.

Prices range from $75 for t-shirts to $245 for overshirts and denim jackets.

To drive home the message that the capsule should reflect the personal style of its wearer, TikTok creators Oluwanifewa Agunbiade (@Itsjustnifee), Louis Powell (@youngmanpowell) and Isla Loba (@isla) have been signed to star in the promotion of launch. It was filmed in London and shows how they incorporate clothing into their day, creating a series of different outfits by adding their own accessories and style pieces.

A branded “Replay Your Day” rewind effect posted on TikTok augments the campaign. TikTokers can use the effect to create immersive content as they change the collection from day to night. Plus, a #hugoreplay hashtag challenge gives people access to the exclusive rewind effect, branded graphics, and audio assets so they can create new videos and show off how they style their denim.

Replay, which is owned by Fashion Box SpA, 41, has previously worked with Husqvarna Motorcycles, Ajax, New Zealand national rugby team All Blacks, Puma and football club Paris Saint-Germain.

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