You will never grow old in the elusive world of fashion if you can not offer anything out of the ordinary.

Due to our strong personality and a verging on obsessive interest in clothing we have managed to survive both trends and generational shifts ever since 1978. This, combined with a constant search for new fashion brands that will manage to let pass through Hugo's eye of a needle. We said from the beginning that we would rather build a new relationship than a hundred stores. Hugo will always be Hugo, and that pledge we have kept. Our home has always been at the same address - S:t Eriksgatan 39 in Stockholm. You should have the same feel here, like old friends hanging out before they go out and do the town. Someone you want to come back to soon and spend time with again. A friend is always a friend.