Earlier this year, HUGO cut the ribbon on its first UK store with the launch of a brand new Reverse collection – inversing the logo across a capsule range in response to the number of backwards HUGO logos snapped via mirror selfies.

Now, the brand are pushing this one step further by allowing customers to personalise their garments at a special pop-up store located at White City’s Westfield London, as well as online. Allowing you to write your own statement across t-shirts (£45) and sweaters (£89), the brand is encouraging buyers to use the personalisation service to make a bold and totally unique statement. You’ve heard of wearing your heart on your sleeve? Well here’s the HUGO version.

The HUGO personalisation pop-up runs 22nd – 25th at Westfield London in White City. So get your thinking caps on – what can your t-shirt say better than you…?