Tommy Hilfiger is re-branding its current Hilfiger Denim label into Tommy Jeans beginning with the pre-Spring 2018 collection.
“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 Avery Baker, chief brand officer at Tommy Hilfiger. “There is tremendous momentum around his business, driven by a fresh new product strategy and a new wave of influencers. This transition reflects our commitment to accelerate growth and demand for Tommy Jeans with young millennial and Gen Z consumers globally.”
“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 recognises our long history of celebrating pop culture with inspiring and unique denim styles that our consumers love.”