HUGO and Flowers For Society Step Into The Metaverse

Ever wished you could seamlessly translate your wardrobe into your online persona? Well, HUGO has made your dreams a digital reality with their latest collaboration. Known for pushing the boundaries of innovation, HUGO is leading the way with the latest instalment of Planet HUGO on Roblox, blending technology and fashion like never before. For those immersed in the metaverse, HUGO and Flowers For Society have unveiled the HUGO x FFS GO-2 trainers, available in both the physical and digital realms.

The GO-2 melds HUGO’s bold design DNA with Flowers for Society’s disruptive spirit, blending street-style edge with exploration-ready vibes. With open mesh panels, layered textures, and a palette of earthy tones—like beige, grey, green, and brown—the sneaker is as bold as it is versatile. Inspired by sleek runners with a hiking-ready tread, and featuring a reimagined red HUGO label, the GO-2 invites the self-expressive to step into uncharted territory where creativity blooms without limits.

As part of the launch, Planet HUGO has unveiled a series experiences, including a climbing challenge and a vibrant flower shop, along with the GO-2 to customise your avatar. Users can virtually shop and style exclusive HUGO pieces to embody the modern-minded, crisply tailored HUGO customer. Uniquely Gen Z, Planet HUGO’s success underscores the brand’s unparalleled commitment to not only forging new paths of self-expression but incorporating new ways to connect with audiences.

The Boss brand is no stranger to expanding its presence with technology. Following their S/S 23 show, Boss invited users into a brutalist metaverse space that foregrounded the acclaimed collection’s aquatic themes. Boss went the extra mile for users by seamlessly intertwining retail with gamification, enabling them to collect items to receive a blue BOSS, as seen on the catwalk.

The success of the metaverse was a taste of what HUGO would go on to offer. An inspired lesson in trendsetting, HUGO has no plans of stopping their exploration into the digital. Along with the physical HUGO x FFS GO-2 sneaker dropping on 13 November, Roblox users can test its digital durability on the PLANET HUGO platform.

As an added bonus, HUGO and Flowers For Society are offering UGC codes for users to unlock exclusive collaboration items only available to Roblox users. In their continuation of blurring the lines between the physical and digital, HUGO epitomises their true strength: world-building.

Discover HUGO x Flowers For Society here and log on to Planet HUGO here.