HUGO has unveiled its latest collaboration with South African footwear brand Flowers For Society . For the launch, HUGO is diving head first into the Metaverse with an immersive experience on Planet HUGO , the brand’s digital Roblox realm, as HUGO continues to explore the metaverse and seek ways to connect with an increasingly younger audience. Named the ‘HUGO x FFS GO-2’ sneaker, this collaboration is an exercise in digital and technical innovation with elevated design codes.
Pulling from Flowers For Society’s ethos, the partnership is vegan with a sleek, modern running silhouette. Set in an earthy beige, grey and brown colour palette, the sneaker offers a soft base to the vibrant red flowers throughout the campaign and metaverse installation. This collaboration is HUGO’s latest excursion into the digital realm, following the brand’s SS23 show HUGO invited users into an interactive metaverse space to view and earn key pieces from the runway.
Planet HUGO users are invited to try out the durable sneakers through hands-on activities like climbing challenges as they earn exclusive UGCs that highlight the collaboration and unlock exclusive pieces from the collaboration only available to Roblox players. The game will also feature a vibrant flower shop set in HUGO’s signature crimson red as HUGO continues to expand its digital playground. Available here and visit Planet HUGO here .
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