A destination pop-up shop located at 150 Grand Street, the Tommy Jeans Platform is part of the new retail strategy for Tommy Hilfiger in North America, which focuses on offering a personalized approach to shopping that actively meets NextGen consumers where they are. It follows the recently held tie-dye, Staycation and Tommy X Zendaya bus activations in New York City.
From November 1 to December 1, 2019, Procell will collect and curate a limited selection of vintage Tommy Hilfiger pieces from the 1990s and early 2000s. Each item nods to the cultural influences that defined these eras. The drop will be available exclusively at the Tommy Jeans Platform in Brooklyn and at the flagship Tommy Hilfiger store on Regent Street in London, with prices ranging from $50 to $1,500 per item.
To celebrate the partnership with Procell, the store’s interior will be decorated with vintage pieces from the Tommy Hilfiger archive. These pieces will be included in a visual art installation highlighting iconic Tommy Hilfiger moments in the brand’s history.