HUGO presented a two-day music & racing experience in Miami. Innovators and makers came together to create, customize, and inspire. See what happened.
Text by Michael Hartmann. Photos by Hugo Boss. May 16, 2024.
Hugo Boss is a world-famous brand. But the German fashion house is much more.
Kicking off the weekend in Miami this month, HUGO showcased the best in underground music culture. HUGO partnered with LOVE RACING, AFROFUTURE, and Boiler Room, an independent music platform and cultural curator known for supporting emerging artists and bridging the gap between local dance floors and the wider world.
Based in Miami’s artistic hub of Wynwood, HUGO GARAGE served as a playground for subversive self-expression within the worlds of fashion, motorsport, music, and street culture.
With the HUGO x Boiler Room party on Friday, May 3, the guests celebrated the rebellious side of racing through music and fashion. HUGO GARAGE Miami opened its doors as a multi-layered creative space modeled on the mechanics’ workshops known and loved by F1TM fans.
Live music from Miami-based artists Ivy Queen and La Goony Chonga – along with DJ talents v1fro, El Gusano, and Sel.6 – generated hype on the ground and increased online engagement from fans worldwide. The recorded sets will also be available on demand at the end of May.
Here are some photos from the event. We should have been there…
HUGO, the younger of the two HUGO BOSS brands, provides a platform for self-expression and an authentic way of dressing. The brand crafts clothes with individuality and attitude for those who dare to break with convention; those who set trends rather than follow them.
The HUGO x RB collection is available at selected HUGO stores worldwide and on hugoboss.com.
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Related: THE BOLD AND NEW HUGO WORLD
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Disclaimer: Cover Story has not received any products or services in connection with this story. The story is based on a press release from HUGO BOSS, and we have written about the event on our own initiative.