Hugo Boss spotlights sustainability in its Spring Hugo Collection with the launch of a new campaign focused on environmentally conscious innovation. The initiative introduces Hugo Forward, a two-part campaign platform that emphasizes limited-edition product drops built around sustainable design principles and forward-thinking materials.

The first drop features “three tailored garments made from HeiQ AeoniQ™, a next-generation, plant-based cellulose yarn created from renewable wood pulp.” This recyclable fiber offers performance characteristics comparable to traditional synthetics, such as durability and elasticity, while significantly reducing environmental impact.

By integrating materials like HeiQ AeoniQ™, Hugo Boss demonstrates a tangible step toward circular fashion systems, aiming to reduce reliance on fossil fuel-based textiles. The Hugo Forward campaign reflects the brand’s evolving commitment to innovative, low-impact fashion, where style and sustainability are intentionally woven together.

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Hugo Boss