In an electrifying collaboration, HUGO teams up with Istanbul’s avant-garde streetwear label Les Benjamins for their latest collection. 

Founded in 2011 by Bünyamin Aydin, Les Benjamins has become a leader in luxury streetwear, blending Turkish heritage with contemporary culture. Now, HUGO, known for its exceptional tailoring and iconic street style, has partnered with Les Benjamins to create a collection that merges Eastern aesthetics with HUGO’s modern tailoring.

The 18-piece collection features standout men’s, women’s, and gender-neutral styles. Men’s highlights include a raw-edged co-ord, varsity bomber jacket, and boxy double-breasted suit, alongside graphic T-shirts and a swan-motif sweatshirt. The women’s line offers a co-ord set with a tailored blazer and matching skirt, wide-leg pants, tank tops, hosiery, and a modern white shirt. Gender-neutral pieces include a striking black trench coat and a casual bucket hat. Throughout the collection, recurring iconography weaves a story of love, unity, and trust. A sketched swan emblem symbolizes unity between Turkey and Germany, while embroidered rose details signify the enduring love that connects families and partners, despite distances.

“This collaboration pays homage to my Gastarbeiter grandparents, whose journey from Turkey to Germany in the 1960s shaped my identity and courage. 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.”

—Bünyamin Aydin, founder of Les Benjamins

The capsule’s launch is accompanied by an inspiring campaign exploring the experience of growing up Turkish in Germany. Captured in Berlin by Furkan Cetin and Nina Raasch, the campaign features intimate portraits and videos highlighting different personal narratives, fronted by a creative cast: rapper Apsilon, models Tijen Ekici, Kisha Hahn, and Simo Baakoun, performing artist Azama Bashir, and writer and creative Arinc Cemal.

HUGO x Les Benjamins is now available in global HUGO stores, through wholesale partners, and online at hugo.com.