Through Dec. 1, the PVH Corp. brand is teaming up with New York City-based vintage retailer, Procell, to collect and curate a limited selection of vintage pieces from the brand’s archives.
The assortment will focus on Tommy Hilfiger garments from the ’90s and early 2000s—a time when the brand’s color-block windbreakers and baggy pants were part of the pop-culture uniform.
The collection will launch at Tommy Jeans Platform in Brooklyn, N.Y., the brand’s popup destination for localized activations. The space features a coffee station, a library of art and music books, and a digital room featuring a fiber-optic light installation set to music from Brooklyn-based musician Derek Watson.
The selection will also be available at the flagship Tommy Hilfiger store in London, with prices ranging from $50 to $1,500.
Tommy Jeans Platform is another example of how the brand is targeting Gen Z and millennial consumers with niche retail experiences. In August, Tommy Hilfiger launched Staycation, a shopping and tie-dye activation at the Williamsburg Hotel. And during New York Fashion Week in September, the brand held Tommy x Zendaya bus activations across New York City, allowing consumers to shop pieces from the collaboration.
Brands are using archival designs to establish new business opportunities.
In 2018, Levi’s introduced Levi’s Authorized Vintage, a collection of pre-worn Levi’s denim. The line, which launched following the acquisition of nearly 65,000 pieces of authentic Levi’s denim from a collector, is currently available in select Levi’s stores in New York and California.
Other heritage brands are retrofitting their old garments for new consumers. In September, Gap partnered with Atelier & Repairs to reimagine looks from the brand’s 50-year archive. Atelier & Repairs was also tapped by Dockers this year to modernize the brand’s Signature Khaki pant and though not a heritage brand, Madewell is refurbishing used denim for resale in select stores, in a partnership with ThredUp.