Über stylish, defined by attitude

The brand's classic theme of black, red and white was incorporated into the launch celebration, from flowers to red welcome cocktails and canapés to delicate Hugo-branded Petit Fours, which were available in the store for customers throughout the day as well as to guests on the night. The guests included Colin Moss, Jo-Ann Strauss, Tracy McGregor, Lee-Anne Summers and sports star Herschelle Gibbs.

The new collection features minimalist style elements from the 1960s and the distilled aesthetic of the 1920s have inspired looks that are excitingly simple, yet rich in subtle detail. The range includes suits, shirts, shoes and accessories.

Combining creativity and individuality, the brand is aimed at offering self-confident men a collection allowing them to invent their own styles. It is unconventional and progressive - a fashion statement defined not by age but by attitude.

Following the store's opening, guests enjoyed jazz sensation Amanda Tiffin at Myatt Café & Chocolatier for a fabulous cocktail party.

The store is situated on the first floor, V&A Waterfront, shop no. 244.

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