Tommy Hilfiger rebrands Hilfiger Denim as Tommy Jeans

To appeal to its younger consumers, Tommy Hilfiger has undergone some major revamps as of late; following the success of its TommyxGigi capsule collections—an ongoing collaboration with Gigi Hadid—and its see-now-buy-now shows, the brand has now announced that it’s rebranding Hilfiger Denim as Tommy Jeans, in an attempt to give the line a refresh and take its (already) established denim business to another level.

“Denim has always been a staple at the heart of our classic American cool style. 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.” — Tommy Hilfiger

Its effort to attract the young millennials and Gen Z crowd can be seen through its latest collection, where the heritage flag logo was incorporated across several of its sub-labels. Fans of the brand can expect special edition heritage capsules to be launched within the Tommy Jeans label, and its pre-Spring 2018 will be a mix of sporty and preppy elements, pulled together with street-cool ‘tude.