Tommy Hilfiger has partnered with designer and fine artist Greg Lauren on a capsule of “reimagined prep icons,” built from both new and existing pieces, according to a press release shared with Fashion Dive.
The 19-item collection includes slim fit chinos taken apart and patched together to create wide leg cargo pants. It also includes trucker jackets made from multiple pairs of jeans and scraps of tartan, and a reworked version of Tommy Hilfiger’s classic Alaska puffer featuring a lower half made with leftover denim and surplus material from Tommy Hilfiger’s fall 2023 line.
“Tommy Hilfiger embodies a fresh approach to heritage, making it feel current,” Lauren said in the release. “My goal in this collaboration, as it always is, was to take existing pieces, deconstruct them, and make something new. I loved the idea of someone discovering a box of classic TOMMY HILFIGER pieces and working with that material.”
The collection became available Monday and is exclusively sold at Mr Porter, Bergdorf Goodman and Joyce.
Lauren, nephew of designer and brand namesake Ralph Lauren, created the pieces with his Los Angeles studio and Tommy Hilfiger’s design team, per the release.
“Reinvention is a constant source of excitement to me,” Tommy Hilfiger said in the release. “Greg Lauren is a remarkable artist with a keen eye for reimagining the familiar. With this collection we’ve repurposed classics with his artistic expression, creating something fresh and unexpected.”
The collaboration is an example of how brands have begun tapping into their archives in an effort to capitalize on some of their legacy and heritage styles. Notably, Gap collaborated with Sean Wotherspoon for a capsule of its own pieces, curated in-house. Meanwhile, Rich & Sporty collaborated with Lacoste on a line of pieces inspired by Lacoste’s archives earlier this year.
Tommy Hilfiger delivered a 4% increase in revenue in North America for its parent company PVH Corp. in its Q2 earnings announced in August, while its sister brand Calvin Klein saw a 9% decrease in the region. The brands’ parent company has been deploying its PVH+ Plan, a multi-year strategic plan to boost consumer brand loyalty for Tommy Hilfiger and Calvin Klein to lead the company to a total revenue of $12.5 billion in 2025.
Prior to this collaboration with Tommy Hilfiger, Greg Lauren most recently launched a 96-piece clothing collection with 14 quilters from Gee’s Bend in Boykin, Alabama.
