TOMMY HILFIGER TEAMS UP WITH PATTA

by Stephen Garner

Tommy Hilfiger has teamed up with trailblazing Amsterdam-based streetwear brand Patta on a new capsule that aims to capture the strength and influence of the African diaspora movement with the message “unity is strength, division is weakness.”

Collaborating for the first time, Patta and Tommy Hilfiger centered the new Patta x Tommy capsule around the Pan-African Flag, Black unity, and community, channeling a sense of interconnected histories, present times, and the future that lies ahead. To celebrate this, the iconic white, red and blue Tommy colors have been replaced by the traditional Pan-African colors of deep red, black, green, and yellow, putting African culture and community self-actualization front and center in this capsule.

The unisex Patta x Tommy capsule collection is inspired by a series of iconic pieces from the Tommy Jeans archive. Available in adult and kid’s sizes, the collection includes T-shirts, hoodies, sweatshirts, outerwear, jeans, and baseball caps. T-Shirts feature the diaspora message, “Great Principles, Great Ideals Know No Nationality.” Across the range, a hybrid Tommy Jeans flag is crossed with a Pan-African flag, which sits above the Patta logo and capsule theme of ‘Unity Is Strength Division Is Weakness’ inspiring positivity and a “love for all” mentality.

As part of this partnership, Tommy Hilfiger and Patta will donate to The Black Archives from Amsterdam, Sistah Space from London, and The Good Neighborhood Collective from Milan – each chosen for their dedication to celebrating Afro-descendants and uplifting their voices. Patta has been a long-time supporter of these three organizations, and through the donations, the Dutch streetwear company and Tommy Hilfiger seek to further build on their work to drive awareness, education, and empowerment of the African diaspora movement.

The corresponding campaign aims to shine a light on the multifaceted nature of life in inner cities. The video assets were captured in Lagos, Nigeria by Nigerian filmmaker Dafe Oboro through his short film, “Two Become One,” with campaign photography by Moroccan visual artist Hassan Hajjaj. To further underscore the collection’s message, Patta has produced “Katibo Yeye,” a documentary directed by award-winning Dutch film director, Frank Zichem. The film follows Clarence Breeveld, a Suriname-born man living in the Netherlands, as he attempts to trace the shipping route from Ghana to Suriname traveled by his enslaved ancestors, visiting locations where slave trading took place. “Katibo Yeye” will be available to watch at pattaxtommy.com for a limited time only.

The Patta x Tommy range will be available via the Patta retail network and pattaxtommy.com globally beginning Friday, April 9th at 1 p.m. CEST, and selected wholesale partners starting April 16th.

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