Having recently unveiled the HU-GO1ST, a new Y2K-inspired sneaker designed for fashion experimenters and festival goers, HUGO exclusively launched the limited-edition sneaker with a dedicated pop-up space at the annual Sole DXB streetwear festival.
The pop-up booth, painted by artist Dina Saadi, depicts the sneaker as well as the brand’s signature red, black and white color codes along with a subtle addition of green as a reference to the UAE national flag. The international Syrian artist also hosted a customization workshop which turned into a class on how to use marker pens and other everyday tools to bring an expressive flair to the clean, understated body of the sneaker.
Building excitement around the HU-GO1ST ahead of its global release next summer, HUGO welcomed a number of sneakerheads, creatives and industry experts to discover the new model in the vibrant space. Saadi was joined by the region’s burgeoning talents such as Parvané Barett, Lana Al Beik, Korrii, Wathek Allal and Zombie Khalid to explore the sneaker in hand and be part of the complete experience.
Visitors were also immersed by the sounds provided by DJ GT and DJ DNK who kept the energy going late into the night, throughout the week, making HUGO’s terrace the place to be during Sole DXB 2022.
Get a glimpse into the HUGO’s pop-event event at Sole DXB in the gallery above. The limited-edition HU-GO1ST sneaker is now available at HUGO stores in Dubai Mall and Mall of the Emirates. Stay tuned for the global release date, scheduled for next summer.
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