Tommy Hilfiger rebrands Hilfiger Denim as Tommy Jeans

Tommy Hilfiger has announced the rebrand of its global denim offering as TOMMY JEANS, transitioning from the current HILFIGER DENIM label starting with the Pre-Spring 2017 Collection. Building on the strong momentum of the brand today and its globally established denim business, this evolution will unlock further growth opportunities and place greater focus on the next generation of consumers.
Denim has always been a staple at the heart of Tommy’s classic American cool style and this Pre-Spring 2018 TOMMY JEANS collection is a fresh take on denim originals with a street attitude.

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

“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.”

Most recently, the TOMMY JEANS label has been used in the heritage flag logo-inspired capsule collections within HILFIGER DENIM, and going forward it will be used across the entire denim business. Inspired by American denim classics with a modern edge, the new TOMMY JEANS logo will continue to feature the iconic 'stretch flag.’ Special edition TOMMY JEANS heritage capsules will continue to be a part of the larger TOMMY JEANS label, creating the most elevated expression of our denim heritage and reviving iconic styles with a fresh, youthful twist for today.

The Pre-Spring 2018 TOMMY JEANS collection celebrates the TOMMY HILFIGER archives. The collection puts an irreverent twist on the brand’s heritage, reinventing iconic TOMMY JEANS pieces with a modern and youthful energy.