Hogan Celebrates 40 Years of History Through Cinema, Culture and Innovation Immersive customizations and a cinematic collaboration transformed the city into one big celebration

To celebrate its fortieth anniversary, Hogan chose cinema as its storytelling language: an expressive form capable of transforming values, emotions and imagination into universal stories. With the short film HOGAN | Made to Move, Born to Rise, the brand retraces four decades of history through four acts inspired by the four icons that have defined its identity and accompanied its evolution over time.

 

Presented during Milan Fashion Week at Bocconi University, the project was born from a collaboration with the Centro Sperimentale di Cinematografia and brings together a new generation of Italian directors. Nicolò Folin, Sarah Narducci, Gregorio Mattiocco and Paoli De Luca were each entrusted with reinterpreting four decades of the brand through their own creative vision, transforming Hogan's icons into the protagonists of as many cinematic narratives.

 

At the heart of the narrative are the Hogan Traditional, Interactive, Olympia and Rebel — models that have accompanied the brand's history and are reinterpreted through universal themes such as innovation, boldness, courage and freedom. More than a celebration of the past, the project represents a reflection on movement, on the capacity to evolve, and on the desire to look ahead while maintaining a strong coherence with one's own identity.

 

The celebrations also embraced the city of Milan, transforming it into an extension of the brand's narrative universe through a series of urban activations. From the wall on Corso Garibaldi to the newsstands in Piazza San Babila and Via Dei Giardini, and including a custom-wrapped tram, Hogan created a trail connecting places, people and content in a single, far-reaching experience.

 

The common thread running through the entire project is blue, the symbolic colour of the fortieth anniversary. Present in the communications, the installations, the short film and the Hogan Cool Blue Special Edition, blue embodies the concept of elevation that has always been part of the Hogan universe, and ideally echoes the wings of the logo — a symbol of freedom, movement and the desire to see the world from a different perspective.

 

More than an anniversary, Made to Move, Born to Rise marks a new chapter in the brand's story. A project that sets heritage and contemporaneity in dialogue, bringing together product and culture, experience and new generations, reaffirming Hogan's ability to evolve without losing its identity.