Sneaker style blossoms with the HUGO x Flowers for Society GO-2 collaboration
HUGO and Flowers for Society unveil the GO-2 sneaker with a hiking twist and a floral pop-up
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HUGO has teamed up with innovative footwear brand Flowers for Society to bring sneaker lovers a fresh, bold option that blurs the line between street style and outdoor function.
The HUGO x FFS GO-2 sneaker, which debuted at Men’s Paris Fashion Week, officially launched at a flower-filled pop-up in Frankfurt, drawing sneakerheads and trendsetters to celebrate the fusion of art and attitude.
The GO-2 sneaker embraces HUGO’s daring design DNA, combining deconstructed aesthetics with rugged, exploration-inspired elements.
Think open mesh panels, overlapping layers, and a vibrant palette that ranges from earthy greens and browns to soft beiges.
With a sleek silhouette that nods to running shoes and a hiking-inspired tread, this sneaker is designed for individuals who live by their own rules and push boundaries in both style and lifestyle.
The launch in Frankfurt brought the HUGO x Flowers for Society vision to life with an immersive pop-up themed around flowers – a continuation of the flower shop aesthetic introduced by HUGO in Paris.
Guests mingled amidst floral displays, exploring the new design while soaking up a creative and high-energy atmosphere.
Get all the latest news, reviews, deals and buying guides on gorgeous tech, home and active products from the T3 experts
HUGO has also expanded the GO-2 experience into the digital realm. The brand’s virtual world, PLANET HUGO, on Roblox, invites players to explore a flower shop in an “obby” climbing challenge, where they can unlock exclusive UGCs (user-generated content) inspired by the collaboration.
Available now at Hugo and Flower for Society for a recommended price of £229 (approx. $296/ AU$449).
Matt Kollat is a journalist and content creator for T3.com and T3 Magazine, where he works as Active Editor. His areas of expertise include wearables, drones, action cameras, fitness equipment, nutrition and outdoor gear. He joined T3 in 2019.
His work has also appeared on TechRadar and Fit&Well, and he has collaborated with creators such as Garage Gym Reviews. Matt has served as a judge for multiple industry awards, including the ESSNAwards. When he isn’t running, cycling or testing new kit, he’s usually roaming the countryside with a camera or experimenting with new audio and video gear.