Hugo Unveils New Hugo X Flowers For Society Go-2 Sneaker At Frankfurt Launch Event

Following its exciting debut at Men's Paris Fashion Week in June, HUGO and premium footwear brand Flowers for Society officially dropped the highly anticipated HUGO x FFS GO-2 sneaker during a vibrant event at 43einhalb in Frankfurt on November 8.

The occasion brought together sneakerheads and trendsetters to celebrate the bold collaboration. Continuing the flower-shop theme first showcased by HUGO and Flowers for Society in Paris, the store was transformed into an immersive, floral-filled pop-up. 

Guests had the chance to discover the new sneaker style while revelling in an energetic, creative atmosphere. Exclusive goodies were included with each purchase — including a stylish tote bag, a limited-edition T-shirt, and a bouquet of flowers.

The new drop from the collaboration is a fusion of art, attitude, and innovation, designed for those who dare to stand out. A creative cross-pollination between HUGO's bold design DNA and Flowers for Society's disruptive mindset, the new HUGO x FFS GO-2 sneaker blends street-style soul with elements of exploration. 

The design has a deconstructed aesthetic with open mesh panels and overlapping layers, along with a vibrant palette of finishes and transparencies, including the striking shade of beige complemented by earthy tones of grey, green, and brown. 

Its silhouette borrows from sleek running styles, while its disruptive accents include a hiking-inspired tread on the sole and a bold reinterpretation of HUGO's signature red label. 

Inviting wearers to step confidently into a garden of new possibilities, where creativity knows no bounds, the new GO-2 is for self-expressive individuals who write their own rules perfectly aligning with HUGO's brand platform, "HUGO Your Way".

Alongside the launch of the new sneaker, the brand launched an exciting new experience on PLANET HUGO, HUGO's Roblox realm. With an 'lobby" climbing challenge and a vibrant flower shop, HUGO invites players to conquer obstacles and claim exclusive UGCs that highlight the collaboration. The new sneaker is brought to life in UGCs, expanding its reach to new audiences while engaging the Roblox community.