With the holiday season fast approaching, HUGO is thrilled to announce an exciting new collaboration with Warner Bros. Discovery Global Consumer Products (WBDGCP) for the launch of the new HUGO x Gremlins capsule collection. The original film gained world wide popularity in the eighties with its cuddly Mogwai protagonist, Gizmo, and is considered an iconic holiday movie — making the full selection a perfect gifting idea for the winter season. Now HUGO, in partnership with WBDGCP, is launching a small, yet smart capsule collection made up of two sleek, premium T-shirts, a pullover hoodie, and a baseball cap — all of which are crafted in black and feature prints of the film’s unmistakable creatures. Some of the designs play with the instantly recognizable HUGO logo in a cheerful, cheeky way.

All of the pieces would make an ideal holiday gift, while stirring up retro-inspired style among fans of the brand and the movie alike. The collection is rooted in the current trend of nostalgia, striking chords of synchronicity between fashion and pop culture. It offers the HUGO community a new medium for connection and self-expression, in line with the brand’s ethos of originality, eccentricity, and individualism — as seen in the #HUGOYourWay campaign platform. Built on strong narratives related to the film’s three golden caretaking rules, the brand presents a series of highly entertaining video clips set in a movie theater, complemented by curated still images featuring models wearing the fun-infused styles — all of which will be rolled out on the brand’s social media and e-commerce channels.

The HUGO x Gremlins collection will be available for purchase in stores and on www.hugoboss.com Pricing ranges from 529 SEK for the cap to 1399 SEK for the hoodie.


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