HUGO’s Denim Takeover of F1: New Game and Capsule Collection Launched

HUGO’s aim is to authentically push the boundaries of motorsport fashion, and the upcoming racing game in the Roblox universe PLANET HUGO—inspired by the denim theme of the Singapore activation—continues this immersive journey into the F1 world.

The denim takeover at F1 Singapore follows HUGO’s successful activations at the Miami and Silverstone Grand Prix™ weekends in 2024. On 17th September, HUGO made a splash in Singapore with a hyper-realistic CGI showcase on social media. This featured a massive piece of HUGO denim draped over a skyscraper, complete with branded sewn-on pockets. The denim car livery was unveiled through engaging CGI content across HUGO’s and the Visa Cash App RB Formula 1™ Team’s digital channels, including a dramatic scene where an F1™ car was lifted onto a skyscraper rooftop.

As the grand finale of HUGO’s “denim takeover”, the much-anticipated physical reveal of the new denim livery took place at the Singapore Grand Prix™. To complement the car design, the Visa Cash App RB Formula One™ Team garage was adorned with denim graphics, and the entire team donned denim-inspired trackside teamwear. The drivers also embraced the theme, showcasing denim-centred looks both before and on race day.

On 25th September, HUGO launched HUGO FASTER, a high-octane racing experience within PLANET HUGO, the brand’s realm on Roblox.

To round off HUGO’s F1 collaboration, the HUGO x RB Autumn/Winter collection has now launched. This capsule collection blends contemporary tailoring, modern performance wear, and iconic fanwear. The campaign features the two dynamic Visa Cash App RB Formula One™ Team drivers, Yuki Tsunoda and Daniel Ricciardo, reflecting their bold personalities and raw energy.

The HUGO x RB collection is available at select HUGO stores worldwide and online at hugoboss.com.