It’s been a busy couple of weeks for Istanbul-based streetwear label Les Benjamins. Shortly after collaborating with Moroccan-Spanish painter Anuar Khalifi and opening a brand new flagship at the Dubai Mall, the brand is back with another storytelling-infused collection, this time joining forces with heritage fashion house HUGO on an exclusive capsule that marries their distinct yet complementary approaches to fashion craftsmanship, marking their first collaboration.
The 18-piece line draws inspiration from the children of Gastarbeiter, also known as the “Key Kids,” the children of the German guest workers, who wore their home keys around their necks. Demonstrating independence and responsibility from a young age, they returned to empty homes while their parents worked. This narrative of independence and resilience is punctuated throughout the collection through specially designed motifs, such as a double swan insignia and a rose emblem, representing the unity of HUGO’s storied heritage with Les Benjamins’ own brand history.
Reflecting on the collaboration, Les Benjamins founder Bünyamin Aydin shares, “This collection with HUGO honors my Gastarbeiter grandparents, whose journey from Turkey to Germany in the 1960s shaped my identity. Being at peace with my dual heritage as a proud German-Turk is incredibly fulfilling. I hope this capsule inspires others to embrace their duality and be true to themselves. Collaborating with HUGO has allowed me to express my untapped story as the first Turkish-German fashion designer, opening many doors.”
Echoing on his statement, Marco Falcioni, SVP of Creative Direction at HUGO BOSS, says: “HUGO x Les Benjamins is a vibrant exploration of cultural intersections, where the rich heritage of Istanbul’s streets meets HUGO’s self-expressive style.”
Exploring the interculturality between East and West, streetwear and sartorial elegance, the collection showcases HUGO’s timeless tailoring reimagined through Les Benjamins’ contemporary lens. The result is a series of alternative silhouettes, including a boxy double-breasted suit and a co-ord featuring a daring cut-out blazer. The lapels of each jacket are embellished with red and black beaded details, harmonizing with the collection’s recurring motifs.
“This collaboration transcends mere aesthetics; it is a dialogue between traditions, a blend of histories, and a bold statement on fashion’s power to bridge worlds and inspire globally. Embracing Les Benjamins’ unique perspective and HUGO’s innovative design DNA, we’ve crafted a collection celebrating discovery, creative expression, and interculturality,” Falcioni adds.
Casual pieces like a raw-edged, carpenter-style set and a bomber jacket offer a relaxed contrast to the formal designs. The former features exposed red stitching against beige fabric, while the latter stands out with dual-branded patches, swan prints, and red cuffs. Mid-layers, including a beaded collar shirt, a satin-lined corset, and printed T-shirts, provide versatile options for mixing and matching.
Other smart-meets-street elements include an elongated necktie, a canvas bucket hat, and specially designed hosiery, adding an unconventional but practical touch to the collection.
The launch of this capsule is accompanied by an inspiring campaign that delves into the Turkish-German experience. Shot in Berlin by Furkan Cetin and Nina Raasch, the campaign features intimate portraits and videos starring rapper Apsilon, models Tijen Ekici, Kisha Hahn, and Simo Baakoun, performing artist Azama Bashir, and writer Arinc Cemal, that highlight diverse personal narratives.
HUGO x Les Benjamins launches today, and will be available globally in HUGO stores, with select wholesale partners, and online at hugo.com.
