PHUG, The globally flourishing bedroom brand delivers its finale of seasonal goods for a nostalgic new-year offering. Setting pace in 2021 with one of the brands’ most anticipated releases, PHUG continues to explore their tasteful and design-forward outlets with a ’90s street attitude and original taste for style. 

2020 was a springboard for PHUG to catapult itself into orbit, collaborating in a creative space with talents including New-Found Pop sensation Beabadoobea, Rolling Stone approved  Deb Never, Artist to watch BIIG PIIG and NME cover boy & Norwegian Indie act, Boy Pablo on several campaigns. Riding the wave from last years successes, The brand fine-tunes its vision to serve its biggest collection yet, seamlessly illustrating PHUG’s two main influences and styles adopted by the brand. A canvas from the street, bursts of graffiti and a truly original graphics from designers Soren Harrison & Amir Hossain’s genius

Debuting live on PHUG’s online store Friday 29th January 6 pm GMT, expect to see a full offering for a chill start, opening with four premium 100% cotton crew-neck sweaters, all of which embrace a new and presidential soft-touch Chenille-patch script emblazoned across the chest. Inspired by schoolwear and primary school colours, the custom made sweatshirt is heavy in weight at 430gsm and exposes an embroidered graff-type emblem reading 1999/2000 (the year PHUG’s team was born) on the cuff of the left sleeve and available in Navy, Red, Yellow and Pink colourways. The attractive design is replicated with a similar graff emblem is emblazoned across the centre of purple, azure blue and tan oversized T-shirts. 

PHUG generously deliver one of their most timeless graphic designs to date. Introducing the ‘Sisters’ Hoodies & T-shirts, both styles are a throwback to early 90s graphics and vivid comic book styles which grace a nodular screen print of two hands acquire a halftone dot coloured ‘PHUG’ text written across the knuckles. 

The hoodies are customised in fit and produced from an ultra-heavy 430gsm cotton, and prevail in tasteful hues of burgundy, nude, bright red and black. The ‘Sisters’ T-shirts are all hand-dyed in off-white, cherry red, brown and pink colourways, with contrast white stitching on an oversized t-shirt shape. 

The lookbook features a range of faces part of the new wave of upcoming young people from artists, musicians, designers and models. Shot completely by BLACKKSOCKS and styled by Molly Hayward.