Tommy Hilfiger rebrands Hilfiger Denim, now 'Tommy Jeans'

By

Obi Anyanwu

Published
Nov 3, 2017

Tommy Hilfiger on Thursday announced that it has rebranded its Hilfiger Denim label to 'Tommy Jeans'. The denim label will transition from Hilfiger Denim starting with the pre-Spring 2018 collection.

The American clothing company already used the Tommy Jeans label within Hilfiger Denim and for a capsule collection with Urban Outfitters in 2016. According to Chief Brand Officer Avery Baker, the transition to Tommy Jeans is a reflection of the company’s commitment to the young millennial and Generation Z consumers.
 
The rebranding also builds on Tommy Hilfiger’s momentum, since its first see-now-buy-now show in 2016. The Tommy Now show featured the debut of the TommyxGigi collection and the company’s focus on past styles from the 90’s and sportswear.

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“We have built a significant global denim business that celebrates our brand DNA and heritage, and resonates strongly with Tommy fans around the world,” said Baker. “There is tremendous momentum around this business, driven by a fresh new product strategy and a new wave of influencers.”
 
Tommy Hilfiger looked to the archives for the pre-Spring 2018 Tommy Jeans collection. The denim label reinvented the brand’s iconic pieces and merged sportswear with preppy influences and the Tommy Hilfiger heritage.
 
“Denim has always been a staple at the heart of our classic American cool style,” said Tommy Hilfiger. “Tommy Jeans celebrates the pieces that put our brand on the fashion map and made it cool. 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.”