Hugo launches new brand line Hugo Blue at Hudson’s Bay

Hugo announced on Tuesday the launch of a new brand line, Hugo Blue, at select Hudson’s Bay locations across Canada, including Vancouver, Montreal, and Toronto, as well as online at thebay.com.

Denim takes center stage in the Hugo Blue collection, showcased in a variety of forms including jeans, skirts, jackets, trench coats, shirts, shorts, and more. Complementing the denim pieces are slouchy, printed jersey staples and bold logo details in a color palette of blue, black, and white. 

The collection launches with a pop-up, currently stationed at the Canadian retailer’s Queen St. location until the end of Spring before moving to Hudson’s Bay Yorkdale, which offers visitors a glimpse into the new line.

“We love launching new and exciting brands at Hudson’s Bay, especially through compelling event activations like this one,” said Liz Rodbell, president and CEO, Hudson’s Bay. 

“We want our customers to have a great experience every time they visit our stores, and we are thrilled to have this elevated Hugo destination to help deliver on that.”

The line was first unveiled with a launch event at Hudson’s Bay Queen St. on April 18th, coinciding with Guys’ Night Out. The event featured a performance from Juno award-winning recording artist, Preston Pablo. 

While Hugo Blue focuses on denim, streetwear, and a variety of gender-neutral styles, the main Hugo line continues to focus on elevated casual wear and contemporary tailoring.