Tommy Jeans’ spring campaign, photographed by Devyn Galindo in California, features a crew of Millennial influencers including rapper Christian “King” Combs, models and musicians Pyper America Smith and Gabriel-Kane Day-Lewis, and models Diana Silvers, Lina Hoss and Sup Park wearing street-inspired looks. It also gives a nod to Formula One racing pit crews with heritage workwear, loose baggy outerwear, oversized silhouettes and denim details. The mobile-first campaign, which breaks today, is based on the premise of defying norms and defining new ways to express diversity and individuality.— Lisa Lockwood

Tommy is turning his attention to sustainable denim.

For spring, Tommy Hilfiger’s Tommy Jeans division will begin introducing models made with 100 percent recycled cotton. The sewing thread will be made from 100 percent recycled plastic bottles, buttons will come from deadstock and hangtags will consist of recycled paper. Each denim style will be finished with less water and energy by using laser technology to apply the final wash.

The new sustainable styles, which will be offered every season, were created at the PVH Denim Center, an Amsterdam-based facility that is dedicated to setting new standards for producing denim in a faster, more consistent and environmentally friendly manner. Tommy Hilfiger is a division of PVH Corp.

The PVH Denim Center consists of four centralized units, each of which houses teams that use high-end machinery and state-of-the-art technology. The in-house teams work with partners in sustainable technology including Tonello and Jeanologia, which are helping the company refine its processes.

Prototypes are developed at the company’s Denim Atelier within 48 hours instead of the four to six weeks required when working with external vendors, according to Daniel Grieder, chief executive officer of Tommy Hilfiger Global and PVH Europe. The facility has the ability to work with more than 1,300 swatches available within the firm’s Denim Fabric Library and then uses the Denim Lab, a test center on site for sustainable finishing techniques that reduce water and chemical consumption by up to 70 percent, Greider added. A Denim Academy is also part of the process where Tommy Hilfiger can train its wholesale and retail teams as well as wholesale partners on the ingredients, technology and sustainable practices used on the jeans.

Greider said the cotton in the 100 percent recycled models use fabric gathered from cutting tables and factory floors, cotton that would have otherwise been thrown out. “The cotton is as soft, as strong and as stylish, but it uses less water, fewer chemicals, creates less CO2 and reduces waste,” he said.

Models that will be offered include mom jeans, a unisex oversize trucker jacket and tapered jeans.

“I first got into the fashion business selling bell-bottoms from a basement boutique we called People’s Place when I was 18 years old, and today denim continues to be at the heart of our classic American cool style,” Hilfiger said. “We have a responsibility to future generations to manufacture products in a more thoughtful way to protect our environment. Starting with how we design and produce some of our denim styles, we want to inspire consumers to make sustainable changes.”

Grieder added that the PVH Denim Center allows the company to “find solutions to preserve our world’s resources and drive our industry forward for good.”

load comments
blog comments powered by Disqus