Millennial nostalgia continues to drive brands to release collections based on ’90s pop culture.
Tommy Jeans’ latest drop centers on the Warner Bros. Pictures’ “Space Jam” franchise, whose cult classic inaugural film captivated young viewers when it was released in 1996. With a sequel starring Los Angeles Lakers star LeBron James hitting theaters and HBO Max on July 16, brands are taking this opportunity to launch collections targeting wistful fans.
Unlike most Tommy Jeans collaborations, the Space Jam: A New Legacy x Tommy Jeans spans clothing, footwear, jewelry and limited-edition home textiles.
The unisex apparel collection features hoodies, button-down shirts, and a variety of denim products showcasing the animated personalities. Tweety, Bugs Bunny, Marvin the Martian and the rest of the Looney Tunes cast are featured on pieces like checkered jean jacket and matching sets and denim overalls, as well as sleepwear and children’s wear.
The collection also includes adult and children’s slides and sneakers, bucket and baseball hats, duffle bags, drawstring backpacks, sweatbands and socks adorned with the animated cast.
Statement jewelry such as stainless steel and gold-plated watches, necklaces and bracelets incorporate Looney Tunes into everyday wear. The pieces showcase the Tommy Jeans flag logo accentuated with Bugs Bunny crystal details, and feature unique etchings of both logos and limited-edition numbers on the case and closure backs.
Fans can also cozy up to the collaboration with pillows and throw blankets for home.
“Our Space Jam: A New Legacy x Tommy Jeans capsule blends the cool, edgy aesthetic of Tommy Jeans with the exuberant spirit of Looney Tunes,” said Tommy Hilfiger. “With this one-of-a-kind collection, we are excited to offer fans a memorable way to celebrate this all-new film and its beloved, iconic characters.”
The upcoming film has also inspired footwear brands Converse and Nike to drop their own collections, presenting styles such as James’ newest sneaker silhouette, LeBron 19, which features a double-chambered Air Max heel unit and reimagined Zoom Air component in blue and orange colorways. Other styles include an updated Air Force 1 silhouette and a Converse Pro Leather sneaker enhanced with Lola Bunny and pink mesh trim.
Nostalgia—which product intelligence company Trendalytics predicted will be a top trend for the year—is often a source of inspiration for Tommy Hilfiger, which through its Tommy Jeans label just recently launched a collection of organic cotton tees and hoodies featuring iconic animated characters from the ’90s and ’00s, including Beavis and Butt-Head, Garfield, Ren & Stimpy and SpongeBob SquarePants.
The Space Jam: A New Legacy x Tommy Jeans capsule collection will be available in the U.S. beginning June 24 on tommy.com, and through select retail partners including Macy’s and Amazon as of June 20. The jewelry range is currently available in select markets globally at Tommy Hilfiger stores and on tommy.com as well as through key retail partners.