HUGO has joined forces with Les Benjamins for Autumn/Winter 2024 with a collab that dropped on July 11.
The collection explores interculturality – where East meets West. The pairing of the two brands marks a celebration of shared histories, cultural dialogues, and the unifying power of creative expression through reflective storytelling.
By combining bold and eclectic Eastern aesthetics with the modern mood of HUGO’s tailoring, the collab invites wearers to embark on a stylistic journey inspired by history, curated by culture, and tailored by tradition. The 18-piece selection comprises statement-making men’s, women’s, and gender-neutral styles.
Bünyamin Aydin, founder of Les Benjamins said: “This collaboration with HUGO pays homage to my Gastarbeiter grandparents, whose journey from Turkey to Germany in the 1960s shaped my identity, and whose courage formed who I am today. Being at peace with my identity as a proud German-Turk without having to choose one side is incredibly fulfilling, and I hope this capsule will inspire others to embrace their duality and be true to themselves.”
Marco Falcioni, SVP of Creative Direction at HUGO BOSS said: “HUGO x Les Benjamins is a vibrant exploration of cultural intersections, where the rich heritage of Istanbul’s streets meets HUGO’s self-expressive style. “This collaboration is more than just a merging of aesthetics; it’s a dialogue between traditions, a blend of histories, and a bold statement on the power of fashion to bridge worlds and inspire individuals across the world. Embracing Les Benjamins’s unique viewpoint and HUGO’s innovative design DNA, we’ve created a collection that celebrates the spirit of discovery, the joy of creative expression, and the shared journey of interculturality.”
Founded in 2011 by designer and photographer Bünyamin Aydin, Les Benjamins has surged to the forefront of luxury streetwear, blending Turkish heritage with contemporary culture through compelling stories and a unique design philosophy.
HUGO is known for its unparalleled tailoring and signature street style, and brings its storied craftsmanship to the partnership with Les Benjamins.
