HUGO’s Superblack suit is put to the test to show off its unconventionality.
Sure, it’s not every day you see a man diving off a cliff fully dressed in a suit. But if you happened to be wandering along the dramatic coastline of Malta recently, you might have caught competitive cliff diver David Colturi dressed in a HUGO Superblack suit taking the plunge form this natural sea arch.
To demonstrate the Superblack suit’s “power to take you out of your comfort zone and boost your personality”. Featuring innovative tailoring and a modern slim-fit style, HUGO believe men will wear the suit in new, convention-defying ways… like Colturi’s effort.
“Dressing up for the dive was a very interesting and different experience for me. I mean, you’re going through the motions of buttoning up your shirt, fixing your tie; my mind is thinking I’m about to go to a cocktail party,” says Colturi. “But once you take off that cliff, your mind goes into auto-pilot, and that liberating feeling of launching through the air – I felt like James Bond, getting away from the bad guys. Mission successful.”
“At HUGO, we always strive to push new approaches of wearing a suit, through fabric, through fit, but also in the way of wearing it,” says Bart de Backer, Senior Head of Creative Management, HUGO Man. “We keep pushing boundaries, we keep innovating. It’s part of our DNA.”