Say goodbye to Hilfiger Denim and hello to Tommy Jeans

London - Fans of Hilfiger Denim may be in for a shock, as their favourite denim label is set to rebrand itself into Tommy Jeans. 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. This realignment was recently underlined with the launch of Tommy Hilfiger See Now, Buy Now collection and collaboration with it-model Gigi Hadid.

Tommy Hilfiger rebrands Hilfiger Denim as Tommy Jeans

“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 Tommy Hilfiger. “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.”

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. The new logo, which is said to be inspired by American denim classics with a modern twist, will continue to feature the iconic ‘stretch flag’. 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 recognizes 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 playful and modern touch.

Photos: Courtesy of Tommy Hilfiger