HUGO X ENTIRE STUDIOS ARE REDEFINING TAILORING IN AMSTERDAM

This week, HUGO launched HUGO x entire studios, a new menswear and womenswear capsule using HUGO’s tailoring expertise with entire studios’ approach to proportion and modern dressing. The collaboration delivers a directional wardrobe of futuristic suiting, statement outerwear, and elevated separates.

For the introduction of this new collection, the HUGO Menswear Store hosted a party right on the canals in the city center, as one of the few selected points of sale in Europe to offer the capsule. On October 20, the day before the official launch and the start of the city’s music dance week, the store entrance became the stage: DJs Dave Nunes and Hot Since 82 performed from a custom set-up facing the street, creating a true block party atmosphere on Leidsestraat.

With Numéro as media partner, the event drew a strong crowd with talents including Joes Brauers, Dylan Hasselbaink, Stan Lucas Molemaker, Marthe Woertman, Mark Lucas Werkhoven, and others who joined the celebration, exploring key pieces at a dedicated HUGO x entire studios corner in store. Around 100 people gathered in front of the store, enjoying the music, the energy, and an exclusive first look at the HUGO x entire studios collection.

For HUGO, the collaboration represents another step in the evolution of its tailoring proposition, bringing a more directional perspective to the category while reinforcing the brand’s heritage. The collection is designed for a next-gen audience looking for singular pieces that combine strong design with versatility, precision with attitude, and structure with freedom.

The HUGO x entire studios collection will be available at selected HUGO locations worldwide, on hugoboss.com, and through wholesale partners.