The Hugo Boss brand family is big, and though you might associate it strictly with office-apropos fashion you’d be hugely remiss to overlook Hugo – the contemporary upstart within the stable. This label, it so happens, is getting a boost of attention now – as an opening of a store in ION Orchard would attest. That, and very buzzy shows in Pitti Uomo in Milan are signalling a new emphasis on this arm of the group.

The interior of the new Hugo store at ION Orchard.

Hugo itself has been a longtime presence, albeit in Europe and amongst a younger market. But it's always been a backseat driver compared to its mainline collections – the women’s previously led by Jason Wu. The Hugo men’s collections are being designed by Bart de Backer, and the women's by Jenny Swank Krasteva. Together, the pair have managed to tap onto a youthful venal energy that manages to bridge the street and the legacy of the Hugo Boss brand with (dare I say?) swaggering ease. It's a rare sweet spot, and it shows when these two have the creative space to parse in more experimental and youthful design.

The personalised reversed t-shirts are available for the first 100 customers from 1 to 7 November at $99.

To mark the opening, there’s a service to personalise t-shirts – with a word or phrase of your choice printed in reverse. It’s a unique touch, and thankfully subtle in its lack of branding. I recommend, however, that you hurry because these tees are only available til 7 November for the first 100 customers.

Hugo Fall/Winter 2018

If you don’t make it for those t-shirts, however, the rest of the brand’s Fall/Winter 2018 collection should offer alternatives in spirit. The designs are guided by youth, and I’m a fan of the relaxed tailoring that taps onto the Hugo Boss heritage while softening it for more casual wear. Wilts has a very good eye, too, for print – and the Hugo sweaters make easy canvases for these graphic touches.

The Hugo standalone store is open at ION Orchard #03-12A.