I don’t remember a time before Tommy Hilfiger.
After getting canned by Jordache, Hilfiger launched his eponymous brand in 1985. The Elmira, New York–born designer created an instantly recognizable world: modern American preppy classics done in simple primary colors.
When launching the brand, Hilfiger contracted art director George Lois, who created a legendary campaign. The artwork led with a concise, bold statement: “The 4 Great Designers for Men Are,” with a hangman-style design listing known legends Ralph Lauren, Perry Ellis, and Calvin Klein. It finished with Hilfiger, a name much less easy to guess at the time. It was a challenging stroke of brilliance that positioned Hilfiger as the leader of fashion’s third wave of designers. Moreover, the campaign sent people in droves to his first store on the Upper West Side of Manhattan. Read more at Highsnobiety.