Today WWD reports Tommy Hilfiger's latest plans to present Tommy, a new collection and retail concept aimed at a younger, less buttoned-up shopper. Debuting this October with three new stores in Canada, the line will eventually make a full-on international roll-out.
Fashion's most predominant trend of late has been the addition of more experimental looks to a designer's typical repertoire. Whether it's a high-fashion label adopting a lower-priced, more casual line, or a distinctly classic (any maybe slightly tired) brand trying to liven things up a bit, it seems like everyone from Zac Posen to Talbot's, and now Tommy Hilfiger, is jumping on board.
The Tommy line will comprise deconstructed separates like weathered denim and rugged knits, on-trend, fashion-forward footwear like hand-painted brogues and motorcycle booties, with an added emphasis on accessories. Prices will hover between $29-$59 for knits and $79-$129 for denim, with outerwear pieces starting at $129.
Hilfiger told WWD the motivation behind the new line lies in the brand's aging process, and an awareness of its original core customer, who bought in during the 90s. While the original line will still appeal to that same customer, Tommy was born for its younger generation.