Brand History - Tommy Hilfiger

The then young designer wanted to learn from this initial failure. He began working mostly freelance until he was contacted in 1984 by Mohan Murjani, an established entrepreneur in the textile industry. Murjani was looking for a designer for a new sportswear line, and Hilfiger caught his eye. The two quickly agreed, and the Tommy Hilfiger brand was born. Murjani had the idea to reinvent the preppy look, dominated by Polo Ralph Lauren, to appeal to a younger audience. The first Tommy Hilfiger collection then debuted in the fall of 1985. What was special about the advertising campaign for the collection was that no ads actually showed clothes, but rather Tommy Hilfiger's face or the logo next to some statements declaring him the next big thing. This campaign worked so well that the brand truly became what the advertising predicted: the next big thing.

In the 1990s, the brand was able to further establish itself and grow exponentially. Tommy Hilfiger seemingly effortlessly brought the iconic 70s preppy look into the 90s and was able to define the style for himself! In addition to the new and fresh designs, the brand's success was also due to its iconic commercials and marketing campaigns. Tommy Hilfiger was one of the first brands to reach out to hip-hop and R&B artists like Snoop Dogg, Aaliyah, and Destiny's Child. There's also an iconic commercial for Tommy Hilfiger Jeans from 1998 featuring actors from the movie "The Faculty." You can find out more here!

Snoop Dogg in a Tommy Hilfiger shirt

However, like so many streetwear brands that found success in the 80s and 90s, Tommy Hilfiger quickly lost popularity at the beginning of the 21st century. But the brand was able to adapt relatively quickly and secure its relevance through exclusive deals and rebranding. Today, Tommy Hilfiger is back in vogue, and almost everyone recognizes the logo. In addition to normal clothing, the brand also offers jeans, sportswear, shoes, accessories, fragrances, and more. In the vintage fashion sector, the brand has also become a true icon. All our vintage Tommy Hilfiger items are available here!