As featured in HERO 24, in HUGO‘s new capsule, Clean Up Your Act, a message of responsibility and sustainability sounds the alarm, reflecting a new direction for the brand. Committed to improving their carbon footprint and production sustainability, the co-ed release signals a shift towards greater transparency and responsibility for HUGO.

Not only have they introduced online statistics to keep a record of their achievements (and the improvements they have yet to make), products in the new capsule collection are listed alongside their materials. This is just one part of HUGO’s ‘Today. Tomorrow. Always’ sustainability concept, a newly introduced tiered strategy system designed to implement existing policies and strive for new ones.

Currently for example, 61 percent of HUGO’s cotton comes from more sustainable sources and 52 percent of leather comes from tanneries that comply with their sustainability standards. By 2025, both materials are targeted to be 100 percent sustainably sourced.

The collection itself bears the mark of this new approach, with a new half-smiley, half-earth logo that appears on long sleeve tees and bomber jackets for men, and matching longewear pieces for women.

Shop the collection online now.