People love to personalise everything. Which is why the customisation business is a huge carrot luxury retailers dangle for their customers faster than you can say, “monogram”. Hugo, the latest brand to offer the service takes it one step further — or one step backwards depending on how you see it.

To mark the opening of Hugo’s — the younger, edgier and streetwear-infused sister brand of Boss —first standalone boutique here at Ion Orchard (#03-12A), it’s offering a personalisation service for white T-shirts bearing your name in reverse. The service ($99), which rides on the popularity of T-shirt culture, will be available in store from now till Nov 7 and limited to 100 customers. Read our lips: you better move fast.