HUGO x Sole DXB
This December, as temperatures began to plunge, the Dubai Design District began to heat up. The district became THE cultural hotspot from December 9 to 11, hosting one of the region’s most popular lifestyle and street culture festivals: Sole DXB.
What began as a footwear festival is now packed with art installations, live performances, musical sets, sports, talks, workshops, and of course, fashion. This year, Sole DXB was an effortless exploration of self-expression, festival style and Y2K streetwear influences.
2022 marked the long-awaited return of the Gen Z-thronged festival after a two-year hiatus. In celebration, HUGO launched a pair of limited-edition HU-GO1ST sneakers, designed and produced exclusively for the UAE.
With a dedicated space at Sole DXB this year, HUGO worked with renowned regional artist Dina Saadi to offer festivalgoers an opportunity to customize their own pair of HU-GO1ST kicks. This year’s festival celebrated the contributions of the Arab world and its diaspora to the cultural movement, and Dina brought her vividly colourful artistic touch to HUGO x Sole DXB, depicting the diversity of urban spaces, the characteristics of modern life, the allure of wildlife, the beauty of plants, and the mystery of natural elements.
Redefining eclectic skater styles and accessories from the late 90s and Y2K, tailored for today, the HU-GO1ST sneaker features a bold rubber outsole with reflective details and a special lacing system. A hiking-inspired pattern on the sole sees the repetition of the HUGO triangle, promising strong grip, and the shoe is completed with breathable materials.
One of the most anticipated events in the Middle East among Gen Z and Millennials, Sole DXB was the perfect opportunity for HUGO to connect with its key fanbase. HU-GO1ST resonates with the carefree spirit of youth while encouraging the generation to be daring in their self-expression and creative excellence, including their fun, festival-inspired looks.
The exclusive, limited-edition HU-GO1ST, launched at Sole DXB, will be available across HUGO stores in Dubai Mall and Mall of the Emirates.
