Hilfiger Denim Rebranded As Tommy Jeans To Tap Next Generation Of Customers

Hilfiger Denim Rebranded As Tommy Jeans To Tap Next Generation Of Customers

Tommy Hilfiger, the US-label owned by PVH Corp, has announced the global rebranding of its denim offering starting with its pre-spring 2018 collection.

The shift from Hilfiger Denim to Tommy Jeans comes as Tommy Hilfiger continues to evolve its denim offering to align better with the wants and needs of the next generation of consumers.

“We have built a significant global denim business that celebrates our brand DNA and heritage, and resonates strongly with Tommy fans around the world,” Tommy Hilfiger’s Chief Brand Officer Avery Baker said.

“There is tremendous momentum around this 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,” he said.

The Tommy Jeans label was recently used in the heritage flag logo-inspired capsule collections from Hilfiger Denim and will now be used across its entire denim business. In addition, special edition Tommy Jeans heritage capsule collections will continue to be a part of the wider Tommy Jeans label.

“Denim has always been a staple at the heart of our classic American cool style,” said Tommy Hilfiger in a statement on the rebranding. “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.”

The first collection to launch under the rebrand, pre-spring 2018, celebrated the Tommy Hilfiger denim archives and features a number of iconic pieces with a modern touch.