Thanks to 90’s nostalgia, Tommy Hilfiger’s Hilfiger Denim has recently seen a newfound popularity. Seizing on this, the American fashion brand is going through a significant change, too, and as of today its diffusion line will now officially be known as Tommy Jeans.
The rebranded name is not a new thing: it has been previously used in archival capsule collections, including one with Urban Outfitters, which featured re-issued ’90s denim styles. Naturally, as Tommy’s vintage styles and use of its instantly recognizable “stretch flag” logo have grown in popularity (thanks in part to the original fandom from the biggest hip-hop stars of the decade), fully embracing its heritage in title was the next logical step.
“Denim has always been a staple at the heart of our classic American cool style,” Hilfiger himself said in a statement. “Bringing our original denim label back to the forefront recognizes our long history of celebrating pop culture with inspiring and unique denim styles that our consumers love.”
The new name goes into effect with Tommy Hilfiger’s just-unveiled collection for Pre-Spring 2018, which brings back a lot of classic staples from the brand, but in a streamlined, sporty way that better speaks to streetwear styles that are popular now.
Hilfiger’s mainline has been on a roll for the past few years by looking forward. Between his event-like fashion shows to his massively successful partnership with Gigi Hadid and even being among the few designers that has managed to make the See Now, Buy Now production model profitable, the brand has seen a newfound relevance. It’s interesting that for his diffusion line, the designer has captured the same audience by delving into his legacy. It’s a tricky feat, but Hilfiger has managed to merge the past, present, and future of fashion.END
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createdAt:Wed, 01 Nov 2017 18:24:38 +0000