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In May, Tommy Hilfiger will open a traveling pop-up shop in New York in the form of a replica East Hampton beach house that will stock the brand’s new Prep World collection of 60 men’s and women’s Eastern Seaboard staples. The collection offers classic, wardrobe-building pieces sure to be embraced by prepsters from Nantucket to Knokke, Belgium—and the designs fuse European silhouettes with American country-club motifs.
This story first appeared in the March 21, 2011 issue of WWD. Subscribe Today.
Hilfiger has tapped author Lisa Birnbach of The Official Preppy Handbook fame to join him in launching the pop-up shop as it travels around the world, including stops this spring and summer in Los Angeles, Paris, London, Amsterdam, Stockholm, Madrid, Tokyo and, yes, Knokke. Apart from the Prep World collection, the shop—which will be built from the ground up in each city—will sell vintage croquet, badminton and tennis gear.
The Prep World collection will also be available in select Tommy Hilfiger stores and on tommy.com. One look at the line’s nautical blazers, madras shirts and green clubhouse chinos should have every Biff, Chip and Tad agreeing the pieces are as essential as a trust fund.