American brand Tommy Hilfiger is teaming up with US retailer Procell to collect and curate a limited selection of vintage pieces from the brand’s archives. The assortment will focus on Tommy Hilfiger garments from the ’90s and early 2000s—a time when the brand’s color-block windbreakers and baggy pants were part of the pop-culture uniform. This is a brand belonging to PVH Corp.
Tommy Jeans Platform is another example of how the brand is targeting Gen Z and millennial consumers with niche retail experiences. In August, Tommy Hilfiger launched Staycation, a shopping and tie-dye activation. And during New York Fashion Week in September, the brand held Tommy x Zendaya bus activations across New York City, allowing consumers to shop pieces from the collaboration.
Brands are using archival designs to establish new business opportunities. In 2018, Levi’s introduced a collection of pre-worn Levi’s denim. Other heritage brands are retrofitting their old garments for new consumers. In September, Gap partnered with Atelier & Repairs to reimagine looks from the brand’s 50-year archive. Atelier & Repairs was also tapped by Dockers this year to modernize the brand’s Signature Khaki pant and though not a heritage brand Madewell is refurbishing used denim for resale in select stores in a partnership with ThredUp.
