The company describes Hugo as inspired by modern retro and more than just an avant garde and cosmopolitan line. Forming part of a wider clothing and accessory range, featuring business and leisure wear for women and men, the eyewear features 'unconventional detail'.
There is subtle use of logos, with the H worked into the mechanics of the frame on many models, at the bridge, on the temple or forming part of the hinge detail. The collection features a number of titanium models as well as a range of distinctive plastics.
Model H15571, for example incorporates 'floating lenses', flex sides and is finished in metal and matt colourations. There is an inverted supra in model 15579, with the addition of an upper eye wire, stepped back to form the appearance of a floating lens.
Charmant said that Boss Hugo Boss was passionate about supporting its retail partners and providing comprehensive advertising support for the eyewear. It has already invested in campaigns in Elle, Red, Jack, Glamour, GQ, Esquire and the Daily Telegraph.
Point of sale material comes in scarlet and black, from extra-large display stands and hanging banners, through to counter stands and table mirrors.
The Hugo collection also features a new range of sunglasses, supplied with its own POS material.
Taki Mizulami of Charmant said he was very excited about the launch of Hugo. 'This is a very directional collection and features a range that really pushes the boundaries of convention. I think it is one that will find a ready market with customers who want their eyewear to be distinctive and are looking for individuality.'
Further details from Charmant on 020 8992 9222.
Charmant has launched Hugo, a collection of 16 new frame styles from Hugo Boss.