Tommy Hilfiger is a PVH-affiliated label known for its American preppy-inspired fashion.
origin
Tommy Hilfiger was created in 1985 by its eponymous founder. Known for its sporty American style, the label rose to worldwide prominence in the early 1990s for its pop culture references and disruption of fashion standards, followed by commercial success. Tommy Hilfiger was a pioneer of the Logomania trend by using its blue, white and red logo as a striking design element and thus creating a symbol for the company.
development
In 2006 the brand was bought by the capital company Apax Partners. Just four years later, fashion group PVH Corp acquired the brand for $3 billion. In 2021, Tommy Hilfiger had $9.3 billion in retail sales. The brand is currently represented in 100 countries with more than 2,000 of its own stores – in addition to numerous retail partners.
Current
Tommy Hilfiger jumped on the bandwagon right at the start of the Metaverse – the company was one of the first premium labels to open a retail store in the Metaverse’s Decentraland, engaged in virtual fashion consumption with NFTs, and sold virtual clothing for avatars on Roblox. In addition, the label often collaborates with artists and designers, making its clothing relevant to a fashion-informed, creative and young audience.
