hue (hyoo/hju):
A gradiation or variety of color; tint

Established in 2016, Hue is a contemporary menswear label based in Amsterdam. Our aim is to give people a different perspective on color. We want people to understand why color generates a specific response in us humans.

A color can cause you to feel a certain way or make a statement. For example, certain colors can make you feel calm, reflect sadness or indifference. On the contrary, other colors may evoke feelings of energy and happiness.

We do this by examining the many origins of colors and displaying the result in the choice of our concept and design. We want to highlight colors from everyday topics, to show that there is more depth and meaning behind them. But at the same time also simply show how beautiful these colors can be.