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Exploring effortless self-expression, festival style and a Y2K streetwear influence, HUGO is excited to be part of the 10th anniversary of Dubai’s iconic Sole DXB festival. Happening at Dubai Design District from 9-11 December 2022, this event brings together the worlds of footwear, music, art and lifestyle, creating a cultural hub for streetstyle gamechangers.

2022 marks the return of the festival after a two-year hiatus, and HUGO makes a statement with a pair of limited-edition HU-GO1ST sneakers, designed and produced exclusively for the UAE. HU-GO1ST are the next iconic sneakers due to launch in Spring/Summer 23, and Dubai is getting an exclusive preview. With a dedicated space at Sole DXB 2022, HUGO has invited renowned international Syrian artist, Dina Saadi to offer festival-goers an opportunity to cop a customized pair of HU-GO1ST. Bringing her vibrant inspiration and imagination to HUGO x Sole DXB, Dina’s art depicts the diversity of urban spaces; the characteristics of modern life; the allure of wildlife; the beauty of plants and the mystery of natural elements.

Redefining eclectic skater styles and accessories from the late 90s and Y2K for the mood of today, the HU-GO1ST sneaker features a bold rubber outsole with reflective details and a special lacing system. A hiking-inspired pattern on the sole sees the repetition of the HUGO triangle, promising a strong grip, and breathable materials in the lining and upper complete the style. This limited-edition drop features a curated palette of HUGO red, black and white, with the exclusive addition of green in honor of the UAE national flag.

Evoking a spirit of carefree wanderlust that encourages daring in creating fun, festival-inspired looks, the exclusive HU-GO1ST sneaker will launch at Sole DXB, and will be available across HUGO stores at Dubai Mall and Mall of the Emirates in limited quantities.


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