In celebration of hip-hop’s 50th anniversary, Tommy Hilfiger (Instagram) introduces the Tommy Jeans Remastered collection, breathing new life into iconic ’90s styles. This innovative capsule merges the past and future, featuring a contemporized selection of legacy pieces that have shaped cultural movements. As part of the campaign, Tommy Hilfiger announced a dynamic partnership with British rapper Central Cee (Instagram) and Grammy-nominated American rapper GloRilla (Instagram).
“An iconic anniversary calls for an iconic capsule.” said Tommy Hilfiger. “With this collection we celebrate moments in style that defined the ‘90s hip-hop look and rework them for today. I am so excited to work with Central Cee and GloRilla – two modern icons who are bringing the culture’s fearless creativity to the next generation.”
The Tommy Jeans Remastered collection comprises 17 pieces featuring relaxed, baggy fits and creative reinterpretations of iconic Tommy Hilfiger design motifs. Key pieces include the revival of the legendary striped rugby jersey worn by Snoop Dog on “Saturday Night Live” in 1994 and a contemporary remix of the iconic “Big Logo” puffer. Versatile pieces like the cropped leather biker jacket and nautical-inspired Chicago windbreaker pay homage to Y2K fashion.
Captured by Lea Winkler, the campaign showcases Central Cee and GloRilla in portraits reminiscent of the golden age of hip-hop photography. The minimalist aesthetic ensures the artists take centre stage, highlighting their creative expression. The visuals also introduce digitally animated 3D hip-hop duo Ghost Kidz, part of an extended partnership with global entertainment company Superplastic.
Deeply rooted in hip-hop culture, Tommy Jeans commemorates the genre’s 50th anniversary with the Remastered collection, complemented by a Tommy x Avirex collaboration launching on November 2nd. The exciting Avirex collaboration features a limited-edition collection honouring hip-hop’s latest and greatest.
The Tommy Jeans Remastered collection is available on tommy.com, select Tommy Jeans stores, and through chosen wholesale partners.
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