Sàfilo introduces HUGO Hugo Boss to the U.S. with a launch collection of six men’s optical frames. Aesthetics are combined with functionality to ensure maximum comfort and a clear design language. Frames are made of acetate and metal, including aluminum. A sophisticated color palette and refined translucent treatments highlight the technical details and lend an aura of minimalist elegance. Colors range from metal tones to blue, black, brown, gray and red, and various Havana and crystal mixes with matte and shiny finishes.

PHILOSOPHY: “The objective of the HUGO Hugo Boss brand is to be truly recognizable with distinctive styles and details that are in line with HUGO’s brand DNA. The fashion trailblazer with the Hugo Boss portfolio, this brand is edgy, creative and contemporary. The styles are unconventional and progressive, without being loud—the perfect men’s accessory for every occasion,” Sàfilo Group says.

MARKETING: Various point-of-sale materials are available, including one- and two-piece display units, a tray display and logo plaque in red and translucent acrylic. Each frame comes in a matte black, faux leather, semi-hard case with a microfiber cleaning cloth.

: $$$$ to $$$$$

CONTACT: For additional information, contact Sàfilo USA, (800) 631-1188;
website: mysafilo.com

A new design element debuts in the HUGO Hugo Boss launch. Two parallel lines create a link to the brand and the letter “H.”