Calling all rebels and rule-breakers: introducing HUGO JEANS, a bold and breezy fragrance for those who dare to go their way.

Joining HUGO MAN in the HUGO Parfums line up, this scent is inspired by jeans, the fabric of many faces. Available from January 2023, the new Eau de Toilette reflects the power of authenticity, the energy of personal style, and the freedom that comes with honoring the self when you push the boundaries of whatever you choose to do. How’s that for the perfect fit?


HUGO unveils HUGO JEANS, a campaign that invites the risk-takers and the explorers of the world to be more expressive, live more boldly, and act with more authenticity. There’s no right or wrong way to be HUGO, just your way. In line with the bold new identity for the fashion house, HUGO JEANS is about being you, being true, and finding the fit that just feels right. A new look and logo continue to celebrate individuality, innovation, and unexpected energy. This is what it means to be HUGO. Whether opting for the original HUGO MAN or new HUGO JEANS, HUGO fragrances always deliver an authentic hit of self-expression.


Live for the unexpected. Embrace creation. Express your truth. This is HUGO JEANS, a fougère aromatic scent that transcends the seasons, just like the perfect pair of jeans. Join the movement, and make this classic your own. Now’s the time to grab the fam, turn up the energy, and take your iconic fit to the next level. HUGO JEANS hits different.

The fougère aromatic Eau de Toilette opens with notes of zesty grapefruit and vibrant lime that mingle with peppermint and juniper berries at the heart for a burst of energy. At the base, subtle notes of sandalwood combined with vetiver and cedarwood create warmth and an inviting feel.


Own your identity and dare to follow your instincts. Lacquered in a matte denim blue, the HUGO JEANS flask features a bold red-and-black logo matching the one on HUGO’s iconic jeans. The bottle is finished with a contrasting silver cap and a sleek blue fabric strap. Each spray is a reminder to be you, be true, be HUGO JEANS.

Discover the full range of HUGO fragrances: MAN and JEANS.