Red Never Follows

Today HUGO announces a unique pop-up exhibition celebrating twenty years of the HUGO brand which will debut this summer at the Saatchi Gallery in London. 20 years of HUGO also means 20 years of creativity,
20 years of innovation and 20 years of not following convention and mainstream opinion. To mark the occasion, HUGO has created its RED NEVER FOLLOWS project, during which it will be collaborating with 20 urban creatives (Ph: Steffen Seeger) from around the world, all of whom share the independent HUGO mindset. With a unique exhibition at the Saatchi Gallery in London this summer, HUGO is giving a stage to true innovators and their adventurous and often unpredictable paths to creativity.

A specially created website is the worldwide online stage for the project, presenting the urban creatives and 20 iconic HUGO items at

Free to the public, the exhibition will run from July 31 – September 1, 2013 at The Saatchi Gallery on the Kings Road in London.


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