For Spring/Summer 2024, HUGO is excited to unveil its new brand line HUGO BLUE, at select Hudson's Bay locations across Canada ? including Vancouver, Montreal and Toronto - and thebay.com. Denim is at the heart of the HUGO BLUE offering, showcased in different ways ?

in the form of jeans, skirts, jackets, trench coats, shirts, shorts, and more. Slouchy, printed jersey staples and bold logo details amplify the effortless vibe of the new brand line. Its colour palette is fittingly themed in various shades of blue, along with black and white.

In a dynamic launch event that buzzed with creativity, HUGO brought the style and spirit of its new brand line to Hudson'sBay Queen St. on April 18th during Guys' Night Out. Guests were invited to discover the collection, entering the world of HUGO BLUE in an immersive pop-up experience that combined inspiring product installations and entertainment, including a performance from Juno recording artist, Preston Pablo.

The pop-up, which will be at Hudson'sBay Queen St. for the remainder of Spring and then moves to Hudson'sBay Yorkdale, reveals a world of blue, putting forward a new perspective and fresh space to explore HUGO. HUGO BLUE offers more denim, with streetwear and a variety of gender-neutral styles ?

while the main line continues to focus on elevated casual wear and contemporary tailoring. The Summer 2024 collections from HUGO BLUE are currently available to shop in-store at select Hudson's Bay locations and online.