Continuously pushing the blurring boundaries of fashion and fragrance is HUGO BOSS. Standing firmly behind their flagship fragrance aptly named HUGO, the HUGO Man line has progressively evolved helping reinvent the current landscape of men’s fragrance.

Boasting a long-standing connection to music, the brand unveils the HUGO Man Music Limited Edition OR “Music Turned Upside Down”. The highly clever interpretation sees HUGO Man fortify this bond whilst celebrating musical artists – progressive in their own right. Dubbed as electronic music “mainstays” Kate Boy, Kasper Bjorke and Nina Kraviz were each hand picked to select a track of their choice to have “turned upside down”. Adorned with a download code, Hugo Man Music Limited Edition affords its customers direct access to these three uber exclusive upside down track covers.

“I think you create your own identity by being purely honest with yourself when you’re working and with what you create; if it’s you then there’s nothing stronger than that.” Kate Boy

Well-regarded Stockholm based electronic group, Kate boy, nominated “A Girl Like You” by Scottish singer/songwriter Edwyn Collins to cover. Their intent was to select a song and style vastly different from their own to draw inspiration from.

“I constantly try to develop and refine my own sound when I make music. To me it’s not that interesting to sound like someone else. It’s ok to be inspired or to interpret others, but you should always seek your own sound, your own expression in what you do.” Kasper Bjørke

Copenhagen based DJ and Producer Kasper Bjorke, elected Kim Carnes’ “Betty Davis Eyes” for his “upside down track”. Sheer love of the song whilst paying homage to the 80’s – an influential period for himself creatively, are credited as his main objective.

“What makes someone original is when they aren’t thinking of originality – you cannot create originality artificially. You should only do what you really believe in.” Nina Kraviz

Siberian DJ and Producer, Nina Kraviz chose to remake “Africa” a smash hit in the 80’s as the song resonates nostalgic emotions whilst cruising the bustling streets of Moscow in years gone by.

In HUGO’s signature style, a magnificent fragrance is crafted with its very own modern blend – aimed to compliment the active lifestyle of today’s modern gentleman. The crisp fragrance contains fruity top notes of green apple, which is beautifully accentuated by the woody base notes of pine needles, sandalwood and cedarwood. The end result is a cologne definitively worthy of carrying the well-branded name that is HUGO BOSS.