The first of a series of drops from the iconic labels includes 17 signature pieces that combine re-emerging ’90s trends like utility and varsity, and bring together “years of heritage, remixed for today.”
“This partnership with Timberland has been such a creative adventure for me and a long time coming,” said Tommy Hilfiger. “Diving into our archives and reliving that optimistic, ‘anything is possible’ energy of the ’90s along with Timberland was a great and nostalgic experience. Culture shaped our brands, and in turn we shaped the fashion landscape of the time.”
During the ’90s, streetwear styles from both brands were the aesthetic of choice for hip-hop figures like Snoop Dogg, Usher and Aaliyah who were often seen in baggy jeans, oversized jackets and work boots. Gen Z’s recent obsession with the “retro” look has catapulted both brands back into the spotlight.
The first drop of the Tommy x Timberland collaboration features a prep-meets-streetwear aesthetic represented in key outerwear pieces like a two-in-one reversible varsity jacket and a voluminous parka. Apparel, footwear and accessories span all genders, with shirt dresses, T-shirts and co-branded workwear boots celebrating hip-hop elements from the brands’ early years.
The collection’s color palette is just as symbolic, combining Timberland’s signature wheat and orange with Tommy Hilfiger’s heritage red, white and blue Americana-inspired pairing.
It’s these nods to the brands’ storied past that made Timberland’s global creative director Christopher Raeburn refer to the collection as a “cultural memory book seen through a progressive lens.”
Co-branded collaborations have been a popular strategy among brands looking to expand into new demographics. Fendi and Versace made waves with a “Fendace” show at Milan Fashion Week in September that inspired a sense of youthful rebellion. More recently, Fendi teamed with Kim Kardashian West’s brainchild Skims for a co-branded shapewear line that’s been making its rounds on social media for the past week. Similarly, Supreme helped breathe new life into ’00s denim icon True Religion last month with a celebration of low and loose jeans reinterpreted for today.
The Tommy x Timberland accompanying campaign was shot in New York City by local photographer and multi-disciplinary collage artist Jack Greer and videographer Malt Disney. The collection is now available on both brands’ websites, select Tommy Hilfiger and Timberland stores and wholesale partners. The second part of the collection is slated to launch in November.