Tommy Hilfiger’s aesthetic may be classic, but its production processes are anything but.
On Thursday, the 34-year-old brand said it will be implementing 3D design technology throughout its global apparel design teams in its Amsterdam headquarters. The aim is for its Spring 2022 collections to be fully designed using the digital design platform.
“The potential of 3D design is limitless, allowing us to meet consumer needs faster and in a more sustainable way,” said Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe. “The technology has become a fundamental tool in our collection design and has the potential to significantly accelerate our speed to market and replace traditional product photography entirely. For our Fall 2020 season, our men’s dress shirts will be 100% 3D designed and require no sample production; the difference will be almost indistinguishable from styles designed and presented historically.”
Tommy Hilfiger has been moving this direction since its began its focus on 3D design in 2017, founding Stitch, a tech incubator dedicated to digitizing its design processes and developing proprietary technology that seamlessly merges with its unique features, including Tommy Hilfiger’s Digital Showroom. Launched in 2015, the Digital Showroom’s virtual innovation provides retail customers with an engaging and seamless approach to buying. Using a touch screen, they can visualize full-sized looks and place custom orders.
Now, with a “bottom-up” approach, Tommy Hilfiger said its ongoing 3D design transformation “will further expand the digitalization of Tommy Hilfiger’s end-to-end value chain.”
“In Fall 2020, Tommy Hilfiger will launch a capsule collection designed, developed and sold digitally, including products modeled on virtual avatars,” the company said in a statement. “The initiative is the next step in uncovering the full potential of sample reduction, time savings, costs savings and sustainability by leveraging 3D design.”
Beyond Tommy Hilfiger, other areas of the denim supply chain are benefitting from 3D technology, too. Last month, 3D design software company Browzwear teamed with Jeanologia on an innovative feature that allows for more sustainable denim design and production. Using their platform, brands and retailers are able to visualize their designs with Jeanologia’s washes and finishes with unmatched precision.
As Grieder noted, “This is the future.”