COLLABORATION
TOMMY HILFIGER KICKS OFF TOMMY DROP SHOP
DECEMBER 22, 2020
WORDS
by KRISTOPHER FRASER
PHOTOGRAPHY
COURTESY
of TOMMY HILFIGER
Tommy Hilfiger has debuted the first Tommy Drop Shop release, featuring three micro-capsules co-designed by three uniquely avant-garde collaborators, namely Jonny Banger, Mago Dovjenko, and Toby Evans. The limited-edition collection will only have 500 units available of each style created. The goal of the Tommy Drop Shop is to encourage the continual discovery of creatives, their communities, and artistic talents.
Tommy’s Drop Shop is Tommy Hilfiger’s newest platform for creators from all areas of the pop culture community to collaborate on lightning-quick, limited-edition releases. Each drop will offer gender-neutral hoodies and T-shirts made from 100 percent organic cotton or recycled cotton, building on the brand’s mission to create fashion that “wastes nothing and welcomes all.” Collaborations have become core to Tommy Hilfiger’s business as he’s done very successful ones with Gigi Hadid, Zendaya, Lewis Hamilton, and Warner Bros. For the last five years, Tommy Hilfiger has also taken a see-now-buy-now approach to their runway collections and collaborations, which has proven very lucrative for the brand. Tommy’s Drop Shop combines the best of both worlds. The release is now available in all European markets exclusively on tommy.com.
“Pop culture has infused everything we’ve done for over 35 years,” said Tommy Hilfiger. “Tommy’s Drop Shop takes this influence to new heights. The platform allows us to collaborate with even more creatives, tell even more inspiring stories and celebrate even more perspectives and walks of life. It is the embodiment of what we love to do, and I’m so excited to add it to our legacy.”
Tommy Hilfiger Drop Shop
Drop 1.1 highlights Sports Banger, the independent, British lifestyle brand redefining bootlegging in the modern age. Founded in 2013 by Jonny Banger, the unisex sportswear line explores British culture and translates it into provocative products and experiences. Sports Banger fosters creative collaboration with an always-expanding collective of designers, performers, musicians and DJs. In his Tommy’s Drop Shop designs, Banger flips the Tommy Jeans flag on its head, channels an old rave flyer, and reinterprets an iconic Tommy Hilfiger pair of blue and red gloves worn by R&B musician, Aaliyah.
Drop 1.2 is designed by Berlin-based Mago Dovjenko, a creative director, graphic designer, illustrator, digital influencer and event host. Dovjenko began his career producing surrealist drawings, which were first recognized and esteemed by global brands when he was only 14 years old. Dovjenko still holds the record as the youngest artist to ever collaborate with top global, household-name brands. Today, he continues to partner with major brands in his role as creative director and illustrator. In his Tommy’s Drop Shop pieces, Dovjenko celebrated spontaneous self-expression by ‘freestyling’ in his design process and deconstructing the iconic Tommy Hilfiger flag. His T-shirt and hoodie feature psychedelic and graffiti-style art, including a lava lamp-inspired, oversized smiling heart.
Drop 1.3 styles, designed by London-based Toby Evans, founder of Studio Zome, are inspired by the creative director’s concept-driven work, which spans design, brand identity and creative direction, championing honest communication, confidence and conviction. By encapsulating energy, experimentation and attitude, Evans continues to progress visual culture by exploring the zeitgeist of today while envisioning what is to come tomorrow. Known for his distinctive approach to design, Evans has worked with a range of industry-defying brands, platforms and artists. In his Tommy’s Drop Shop designs, Evans boldly reinterprets Tommy Hilfiger’s iconic aesthetic and brand codes. His T-shirt and hoodie tell a story of what paths Mr. Tommy Hilfiger may have pursued in a parallel universe, had he not become a fashion designer.
