Hugo Urban Journey

Quickly, it won over men's hearts. Today, to keep its renown alive, Hugo Boss continually reinterprets it and gives it different faces. After Hugo Just Different in 2011 and Hugo Red in 2013, Hugo Extreme revealed a more spirited facet of the Hugo Boss man's character. Hugo Iced in 2017, for its part, embraced a bolder freshness. Today, the freshness remains but Hugo's urban universe has been amplified. Get ready to welcome the latest Hugo Urban from 2018.

Hugo Urban Journey, the fragrance of a man hungry for freedom

Hugo Urban is a new fragrance that nonetheless wonderfully respects the philosophy of the very first Hugo from 1995. It is a kind of declaration of independence and is intended for all men wishing to live as they see fit. As its name suggests, Hugo Urban immerses us in today's urban jungle. It speaks to all men in their diversity and simply brings them a breath of freshness inviting them to surpass themselves. Hugo Urban appears as the ideal companion for tackling everyday challenges. Just like the first Hugo, it carries a motto that could not be clearer: “Don't imitate, innovate!” Hugo Urban is the essence of an individual identity. Simply bearing the creator's first name, it goes straight to the point and reduces the house's universe to the essential.

Hugo Urban, a breath of freshness takes hold of Hugo Boss

This vivacity and competitive spirit translate into a genuine surge of freshness. Hugo Urban launches on a combination of citrus and Himalayan flower. In doing so, it breaks through the city's suffocating atmosphere and seems to bring with it a new breath of vitality. Then, its heart becomes more aromatic. It contains black tea and thus affirms the full power of the Hugo Urban man. Finally, it explores a more masculine universe and reinforces its virility in its base. Hugo Urban ultimately concludes with a scent of guaiac wood.

Gray concrete now inhabits the Hugo Urban Journey bottle

From then on, all that remained for Hugo Boss was to craft a bottle in keeping with this message and philosophy. Hugo Urban's silhouette remains fairly similar to that of its predecessors. Its bottle resembles a flask, as if its ambition were to bring water, a source of life, to the heart of a sometimes stifling city. However, its former transparency has given way to a gray opacity. The Hugo Urban bottle is presented in a raw material resembling concrete. Moreover, this texture is also present on its cardboard packaging. Only the Hugo Urban name stands out against the visual harmony of the whole. It appears in a red characteristic of all the spirit of the new Hugo Boss man.