Hugo Unveils New Brand Line, Hugo Blue

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Hugo, the renowned fashion brand, has announced the launch of its latest brand line, Hugo Blue, exclusively at select Hudson’s Bay locations across Canada. The collection, which highlights denim and streetwear, is also available online at

Hugo Blue’s debut collection features a range of denim pieces, including jeans, skirts, jackets, trench coats, shirts, and shorts. The denim offerings are complemented by slouchy, printed jersey staples and bold logo details, all presented in a striking colour palette of blue, black, and white.

To celebrate the launch, Hugo Blue has set up a pop-up at Hudson’s Bay’s Queen St. location, giving customers an exclusive first look at the new collection. The pop-up will be available until the end of spring before relocating to Hudson’s Bay Yorkdale.

“We love launching new and exciting brands at Hudson’s Bay, especially through compelling event activations like this one,” commented Liz Rodbell, president and CEO of 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 official unveiling of Hugo Blue took place on April 18th at Hudson’s Bay Queen St., coinciding with Guys’ Night Out. The event featured a special performance by Juno award-winning recording artist, Preston Pablo.

While Hugo Blue focuses on denim, streetwear, and gender-neutral styles, the main line continues to emphasise elevated casual wear and contemporary tailoring, offering a comprehensive range of fashion-forward options for customers.