Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe, is leading heritage brands to a more sustainable future.
With a consumer-centric mindset and laser-sharp focus on speed and innovation, Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe, has been instrumental in reaffirming Tommy Hilfiger’s place as a premium lifestyle brand for a digital age.
Under his direction, Tommy Hilfiger has become a linchpin in the ’90s denim revival trend, serving nostalgic looks with a contemporary twist made possible by the R&D team at the PVH Denim Center in Amsterdam.
In 2019, Tommy Hilfiger introduced 100 percent recycled cotton repurposed denim styles—a move that reinforced its commitment with the Ellen MacArthur Foundation to build toward a circular economy.
Why are you drawn to the business of denim?
Mr. Tommy Hilfiger first got into fashion by selling bell-bottoms from the back of an old van when he was 16 years old. Today, denim remains a timeless staple that we are particularly known for with our consumers because we never stopped innovating. It’s at the core of our classic American cool DNA and we will continue to drive our leadership in this business through innovation, sustainability and customization.
What challenges lie ahead for Tommy Hilfiger denim?
Finding more ways to produce denim in a way that reduces energy, chemical and water consumption. Denim is one of the most popular garment in people’s closets globally. It’s not going anywhere. So, we must set new standards for producing denim in a faster, more consistent and more environmentally-friendly way. Fueled by our pioneering spirit, and through close collaboration with our partners, we will continue to create best-in-class denim designs that follow a more sustainable approach and celebrate our “Product is King” philosophy. We’re already seeing incredible results. In Spring 2019, we launched 100 percent recycled cotton denim styles that use less water, fewer chemicals and reduces waste, and for Fall 2019 we launched repurposed denim styles.
What’s the best piece of advice you’ve ever received?
Focus your energy on evolving areas that will create most long-term impact, and don’t waste your time fixing things that will have very little return.
What can other industries learn from the denim sector?
Finding innovative solutions that will preserve our world’s resources requires continuous dialogue and education on an industry-wide level. Brands are joining forces in the denim sector to address unique opportunities that reimagine the traditional production process. As a global leader in denim, we recently proudly joined the Ellen MacArthur Foundation Jeans Redesign initiative to help move the sector from a take-make-waste system to one based on circular economy principles.
What’s exciting you about denim in 2019?
The consumer feedback is clear—they are looking for denim products that are designed and produced in a way that is socially and environmentally positive. This drives us to pioneer solutions that support a sustainable supply chain. Our dedicated Denim Center acts as an incubator for innovation to own the entire development process for our denim product and set new standards to share with the industry.