Last night, HUGO celebrated the launch of its Reversed collection in partnership with FASHION and Title Magazine. Stylish Torontonians showed up to the intimate shindig at the The Burroughes, in everything from trendy sweatsuits to high-fashion sequins. HUGO set up a custom Reversed collection t-shirt and sweater bar, where guests could personalize their own HUGO t-shirt or crewneck sweatshirt in block letters (spelled in reverse, naturally). By and large, last names were the go-to choice, and the results were simple yet statement-making. What made the merch even better is that HUGO donated 100% of the proceeds to WE Charity, who had a VR station set up onsite so guests could experience the work they’re doing in Kenya. Over $10,000 was raised from merch sales to support WE Charity’s education efforts, with this being enough to build a classroom.
The German brand channelled their roots with the menu, which was catered by Peter and Paul’s Event Catering and included schnitzel, sausages, potato pancakes, warm mini pretzels and mini reuben sandwiches. Cocktail glasses overflowing with gummy bears were a huge hit, and fashionable attendees (including Traci Melchor, former Real Housewife Ann Kaplan Mulholland and Glen Baxter) sipped on Warsteiner beer as well as pinot grigio and chardonnay wine from Vieni Estates. To kick off the evening, DJ Guillaume Viau spun remixes of Justin Bieber and Tina Turner, while guests flocked to the HUGO-themed photobooths for the perfect Instagram.
The highlight of the night, though, was a intimate performance by a very dapper-looking Shawn Hook—Canadian pop artist extraordinaire who also happens to be a HUGO and WE Charity ambassador. He instantly quieted the space, and guests sung along as he played three of his popular tunes (including “Sound of Your Heart” and “Reminding Me”) on a grand piano. He also tested out a new song, called “Reasons”, which, judging from the crowd’s reactions, will probably become another major hit. When he was done, he thanked everyone, and mingled with the crowd as Viau turned it up again. At the end of the evening, guests walked out with their bright red HUGO bags filled with cool custom merch and Shawn Hook’s soothing lyrics in their heads.
Check out some of the highlights below and hashtags #iamHUGO and #HUGOxToronto: