German Brand Hugo and Turkish Streetwear Line Les Benjamins Team Up for an East-West Genderless Collection

Hugo and Les Benjamins are teaming up on a joint collection that explores the East and West.

The German fashion brand and Turkish streetwear label, respectively, are joining forces on a fashion and accessories collection debuting on Thursday. The collection is said to explore Eastern and Western cultures and “marks a celebration of shared histories, cultural dialogues and the unifying power of creative expression,” according to the brands.

“Hugo x Les Benjamins is a vibrant exploration of cultural intersections, where the rich heritage of Istanbul’s streets meets Hugo’s self-expressive style,” said Marco Falcioni, senior vice president of creative direction at Hugo Boss. “This collaboration is more than just a merging of aesthetics; it’s a dialogue between traditions, a blend of histories and a bold statement on the power of fashion to bridge worlds and inspire individuals across the world. Embracing Les Benjamins’ unique viewpoint and Hugo’s innovative design DNA, we’ve created a collection that celebrates the spirit of discovery, the joy of creative expression and the shared journey of interculturality.”

Hugo and Les Benjamins Team on Fashion Collection

Styles from the Hugo x Les Benjamins collaboration.

Courtesy of Hugo

The collection offers 18 pieces across men’s, women’s and genderless apparel, including a varsity style bomber jacket, a boxy double-breasted suit, graphic T-shirts, cropped blazers and other items.   

Many styles are designed with a swan motif, which is described as a “symbol of unity between Turkey and Germany,” as well as a rose detail that is meant to “signify the enduring love that connects families and partners.” There’s also a double-key symbol, which pays homage to Les Benjamins founder Bünyamin Aydin’s family

“This collaboration with Hugo pays homage to my Gastarbeiter grandparents, whose journey from Turkey to Germany in the 1960s shaped my identity, and whose courage formed who I am today,” he said. “Being at peace with my identity as a proud German Turk without having to choose one side is incredibly fulfilling, and I hope this capsule will inspire others to embrace their duality and be true to themselves. I have really enjoyed collaborating with Hugo and having the platform to express my untapped story as the first Turkish German fashion designer. This will open many doors.”

The collaboration is Hugo’s latest partnership this year. In February, the brand partnered with the Visa Cash App Red Bull Formula One team as its official apparel partner. The partnership followed a similar one parent company Boss has with the Aston Martin Formula One team. 

The Hugo x Les Benjamins collection will be available to purchase at Hugo stores, website and wholesale partners and ranges in price from $78 to $795.  

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