The younger Hugo Boss brand pairs up with the Istanbul-based streetwear label for a collaboration where East meets West.
Somewhere in the space between Germany and Turkey, HUGO and Les Benjamins meet for a collection that blends cultural influences and celebrates the common ground of storytelling through fashion. The younger of the two Hugo Boss brands, HUGO is synonymous with the individuality, creativity, and authentic self-expression of youth, offering pristine tailoring in playful styles. Finding a kinship with Les Benjamins through a shared, forwarding-thinking design approach and philosophy, they built a collaborative partnership with the Istanbul-based streetwear label that, finally, has been revealed to the public.
“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,” Marco Falcioni, SVP of Creative Direction at HUGO BOSS, explains. “This collaboration is more than just a merging of aesthetics; it’s a dialogue between traditions, a blend of histories, and a bold statement on the power of fashion to bridge worlds and inspire individuals across the world. Embracing Les Benjamins’ unique viewpoint and HUGO’s innovative design DNA, we’ve created a collection that celebrates the spirit of discovery, the joy of creative expression, and the shared journey of interculturality.”
A celebration of the universal language of design, the 18-piece collection combines Eastern and Western influences — looking to Les Benjamins founder Bünyamin Aydin’s German-Turkish roots and HUGO’s history in tailoring. Offering menswear, womenswear, and gender-neutral styles, the lineup includes varsity-style bomber jackets, graphic t-shirts, co-ord skirt suit sets, and trench coats. Casual yet refined, the pieces are adorned with motifs of heart and trust: a swan symbolising unity between Turkey and Germany, a rose representing long-distance love, and a double key emblem reminiscent of those worn around the necks of “Key Kids,” Gastarbeiter children who let themselves into their homes while their parents work. The latter, which honours the children’s resilience and independence, also echoes the collection’s goal to inspire the next generation.
“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,” Aydin shares. “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. I have really enjoyed collaborating with HUGO and having the platform to express my untapped story as the first Turkish-German fashion designer. This will open many doors.”
Unveiled with a campaign shot by Furkan Cetin and Nina Rosch in Berlin, in which portraiture highlights life growing up Turkish in Germany, and a vibrant event in Berlin, the collection is officially out now.
HUGO x Les Benjamins is available online at hugo.com and in global HUGO stores.
