During Men's Fashion Week in Paris, HUGO unveiled an exclusive sneaker design in collaboration with Flowers for Society, a premium footwear brand renowned for its disruptive mindset and creative community focus. This special unreleased style offers a sneak peek into future drops from the collaboration, which promises to update the statement sneaker in various new colorways.

The HUGO x FFS GO-2 sneaker merges street-style aesthetics with hiking-inspired accents, creating a versatile design for self-expressive individuals who live by their own rules. This aligns perfectly with HUGO's brand mantra, “HUGO Your Way.” The collaboration showcases Flowers for Society's signature deconstructed aesthetic, featuring open-mesh details, unstitched elements, overlapped layers, and a mix of finishes and transparencies. Adding to its contemporary appeal, the sneaker includes a fresh and unexpected interpretation of HUGO's iconic red label at the heel counter, completing the design with a bold attitude.

To generate excitement among tastemakers and trendsetters, the HUGO x FFS GO-2 was presented at a flower shop-inspired pop-up in the trendy Marais district. This unique presentation created a significant buzz, drawing attention to the innovative collaboration and its stylish debut.