Last 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 four-day pop-up store located at White City’s Westfield London, as well as online. Allowing you to write your own statement across t-shirts, sweaters and swimming trunks, 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 pop-up runs at the HUGO Westfield White City store from 1st – 4th August. The capsule then drops online at HUGO.com from 7th August.