TOMMY HILFIGER LAUNCHES ‘DROP SHOP’ PROGRAM

PVH-owned brand Tommy Hilfiger is launching Tommy’s Drop Shop, its newest platform for creators from all areas of the pop culture community to collaborate with the brand on lightning-quick, limited-edition style releases.

Tommy’s Drop Shop aims to demonstrate the importance of creative diversity by celebrating the rich tapestry of people, voices, and cultures that makes the world a vibrant and inspiring place to exist. Each collaborative micro-capsule will focus on stories from a specific pocket of cultural creativity – from graphic design to stencil art to photography, skate culture, music, tattoos, video design, poetry, and more. Wherever there are creative minds ready to express themselves through the canvas of T-shirts and hoodies, there is an opportunity to participate.

“Creative collaboration has always been at the heart of our brand, and over the last five years we’ve fused this with a ‘See Now, Buy Now’ mentality that really puts the consumer at the center of our creative process,” said Hilfiger. “Tommy’s Drop Shop combines the best of these approaches with a new level of speed and energy. From local to international, emerging to well-known, photographers to skaters – you name it. We want to celebrate creatives in every discipline, from every community. It’s all about giving artists a platform to tell their stories, and sharing this spirit of constant newness and creative expression with fans.”

The limited-edition, collaborative micro-capsules will drop once a month, with all T-shirts (€49.90) and hoodies (€120) designed to be gender-neutral in a size range between XXS to XXL, and available in a maximum quantity of 500 units per style. Each release will be grouped into thematic stories featuring styles designed by 1-3 diverse creators, who have each been selected for their distinct creative vision, perspective, and passion for a particular aspect of pop culture. With capsules likely to sell out quickly, Tommy’s Drop Shop will encourage the continual new discovery of creatives, their communities, and artistic talents. Through Tommy’s Drop Shop, the young, upcoming talent, and surprise well-known collaborators will add relevance and bring attention to a specific pocket of creativity.

Building on the brand’s overarching sustainability mission to create fashion that Wastes Nothing and Welcomes All, all Tommy’s Drop Shop pieces will be created using 100 percent organic cotton.

The first Tommy’s Drop Shop release will become available in Europe in limited quantity exclusively on tommy.com on December 8th.