Les Benjamins has partnered with HUGO, the younger offshoot of the Hugo Boss brand, for a seasonal collaboration rooted in contemporary streetwear, tailoring and longevity.
Founded in Istanbul in 2011 by Bunyamin Aydin, Les Benjamins has captured the attention of designers across the globe for his cultural storytelling through design, while HUGO has quickly built a reputation for spotlighting young talent and preserving opportunities for self-expression. This season the Istanbul-based streetwear designer embarks on a cross-cultural exchange with the younger Hugo Boss brand for a romantic capsule where East meets West and casual dressing meets heritage tailoring.
Designed for AW24, this collaboration draws from the eclectic Eastern aesthetics that inform Aydin and Les Benjamins distinct style, along with the youth and energy that propels HUGO. The collaboration consists of 18 pieces that span across menswear, womenswear and gender-neutral clothing. The collaboration offers an expansive wardrobe, from raw-edged co-ords and boxy suits for men to wide pants, tank tops and tailored blazer and skirt for women. A standout design is the gender-neutral black trench coat, oversized with a distinct red HUGO label on the back, and a soft knitted rose stitched to the front. The coat and the rest of the collection offer a causal yet refined finish from Les Benjamin’s distinct Turkish-punk influences and HUGO’s expert craftsmanship and tailoring.
The collaboration is dark and romantic with pockets of joy in the crocheted rose for family, a double key insignia for the “Key Kids” of Gastarbeiter who wore their keys around their necks, and a sketched swan emblem that represents the unity between Turkey and Germany, something Aydin feels passionate about having grown up in Germany himself.
The campaign draws on the romantic aesthetic of the clothes, featuring a creative cast that includes rapper Apsilon, models Tijen Ekici, Kisha Hahn and Simo Baakoun, performing artist Azama Bashir, and writer and creative Arinc Cemal in a series of intimate portraits and videos that show their personalities and encourage their individualism.
“HUGO x Les Benjamins is a vibrant exploration of cultural intersections, where the rich heritage of Istanbul’s streets meets HUGO’s self-expressive style,” says Marco Falcioni, SVP of Creative Direction at HUGO BOSS. “This collaboration is more than just a merging of aesthetics; it’s a dialogue between traditions, a blend of histories, and a bold statement on the power of fashion to bridge worlds and inspire individuals across the world. Embracing Les Benjamins’ unique viewpoint and HUGO’s innovative design DNA, we’ve created a collection that celebrates the spirit of discovery, the joy of creative expression, and the shared journey of interculturality.”
“This collaboration with HUGO pays homage to my Gastarbeiter grandparents, whose journey from Turkey to Germany in the 1960s shaped my identity, and whose courage formed who I am today. Being at peace with my identity as a proud German-Turk without having to choose one side is incredibly fulfilling, and I hope this capsule will inspire others to embrace their duality and be true to themselves,” says Bünyamin Aydin, founder of Les Benjamins. “I have really enjoyed collaborating with HUGO and having the platform to express my untapped story as the first Turkish-German fashion designer. This will open many doors.”
HUGO and Les Benjamins kicked off the collaboration with an event in Berlin on July 10th where German-Turkish rapper Apsilon performed for a live audience who represented an intersection of style, music and culture in the area.
HUGO x Les Benjamins is available now at hugo.com
