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In a first-time collaboration, Hugo, a clothing brand inspired by the gritty nightlife of Berlin, has partnered with Mr. Bathing Ape, a brand inspired by Tokyo’s fashion culture, to introduce a once-in-a-lifetime clothing capsule, featuring streetwear with design elements that mash up both brands’ distinct styles.

Perfect for streetwear lovers, this capsule has classic staples including hoodies, sweatpants, and logo T-shirts. In the Pre-Fall 2022, the pieces have the notable BAPE camo pattern, only now with Hugo’s iconic red flair. This capsule marks a huge step for Hugo, as the brand has never done a collab like this, and it even hosted an online pop-up store at the metaverse event ComplexLand to promote it. Participants shopped items on the site and even dressed up their own virtual avatars in the capsule’s hoodies.

“Together strong,” as the two brands would say about the collection, both have campaigned to get creators to create unique mashups with the pieces to express their individuality. This creator-first approach just further reinforces both brands’ commitment to bringing together different ideas and visuals to birth an attention-grabbing collage.

Words
Auhjanae McGee

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