Following a successful debut at Men’s Paris Fashion Week in June, HUGO and South African footwear brand Flowers for Society announce the second drop of their collaboration — and their first step into the metaverse.
Courtesy of HUGO x Flowers For Society
We’re back for round two: HUGO is once again teaming up with South African footwear specialist Flowers for Society to launch the new HUGO x FFS GO-2 sneaker, a creative cross-pollination of the German brand’s bold design DNA and Flowers for Society’s disruptive mindset. The design boasts a deconstructed aesthetic with open mesh panels and overlapping layers, brought to life with a vibrant palette of finishes and transparencies. Featuring a silhouette inspired by sleek running styles, a hiking-inspired tread on the sole, and a bold reinterpretation of HUGO’s signature red label, it’s a statement piece through and through.
And now, users can experience the design not only in their physical wardrobe but in the metaverse as well. Alongside the launch of the new sneaker, the brand has unveiled an exciting new experience on PLANET HUGO, HUGO’s Roblox realm — complete with an “obby” climbing challenge and a vibrant flower shop. Players are invited to conquer obstacles and claim exclusive UGC items celebrating the collaboration, including the new sneaker. Shall we?
The HUGO x FFS GO-2 sneaker is now available for purchase at selected HUGO stores, through select wholesale partners, and online at flowersforsociety.com and hugo.com.
