YOUR “GO” MOMENT
Our colleagues stepped into the spotlight for our HUGO employee activation, answering a simple question: what’s your “GO” moment?
This season, HUGO celebrates early ambition and a new generation that moves on its own terms — the makers, creators, and instigators who turn doubt into drive, and friction into fuel. When the world says “too risky, too different, too new”, HUGO says “GO”.
RED MEANS GO
We complemented the global launch of HUGO Spring/Summer 2026 by inviting our colleagues to step into the campaign. At our headquarters, participants could select their favorite phrase from the six campaign statements — ranging from “Why couldn’t you be more like your brother?” to “But that might ruin your career” — before striking a pose for a professional photo against a bold red backdrop.
Check out the behind-the-scenes video to see the excitement and inspirational moments during the employee activation!
They then took their “GO” moments to LinkedIn, sharing powerful personal stories that show how they are redefining success — amplifying the spirit of “Red Means Go” for a broader audience.
Thank you to everyone for sharing your personal stories and becoming part of the HUGO Spring/Summer 2026 campaign. “Red Means Go” is more than a statement, it’s a mindset that our teams live every day.
