HUGO teams up with Les Benjamins for a storied collaboration

HUGO joins forces with Les Benjamins for an East-meets-West collection. Merging eclectic Middle Eastern aesthetics with classic tailoring, this capsule collaboration presents a fresh image of modern minimalism.

The pairing of the two brands not only marks a milestone for the Istanbul-based streetwear brand, but is also a celebration of shared histories, cultural dialogues, and the unifying power of creative expression through reflective storytelling.

The HUGO opportunity appealed to Bünyamin Aydin, founder of Les Benjamins, who has surged the Istanbul-based streetwear brand to the forefront of luxury streetwear, blending Turkish heritage with contemporary culture through compelling stories and a unique design philosophy. “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,” says Bünyamin.

HUGO, known for its unparalleled tailoring, timeless silhouettes, and signature street style, brings its storied craftsmanship to this limited edition Fall/Winter 2024 collaboration. The collection marks Bünyamin’s design legacy, showcasing the brand’s versatility and creativity. “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,” says Marco Falcioni, SVP of Creative Direction at HUGO BOSS.

The 18-piece selection comprises reworked statement-making men’s, women’s, and gender-neutral styles. Masterfully cut jackets and coats are outfitted with Les Benjamin touches, lending a new spin to tailoring. The capsule also includes swaggering streetwear staples like a bomber jacket, sweatshirt, tank tops, and a bucket hat – all in a signature muted colour palette. Throughout the collection, recurring iconography of a sketched swan, an embroidered rose detail, and a double-key insignia weaves a story of love, unity, and trust. Complementing these rich motifs, the HUGO x Les Benjamins logo tag adds a signature touch to each piece.