While the light dimmed briefly for Hilfiger in the late-2000s, the resurgence in appetite for the finest in '90s classics put its cult pieces back to the top of the sartorial agenda. With a new wave of street-stylers and famous fans including A$AP Rocky
putting their weight behind Hilfiger, its vintage sportswear
, sailing gear and denim were quickly revived by the brand to bring its original designs firmly back to the forefront.
Not content with riding the old-school revival, its commander-in-chief has continued to evolve his vision of Americana to keep Hilfiger fresh. The designer has transformed its runway shows into global events, moving them out of traditional fashion week locations and turning them into concert-scale productions in Shanghai and California with performances from the Rolling Stones and Bruno Mars.
Celebrity collaborations and even a 23-piece teched-up "smart" Tommy Jeans collection fitted with a Bluetooth chip to track your movements signal that Hilfiger shows no sign of resting on his three decades of success. But it is, undoubtedly, its coppable '90s styles
that remain Hilfiger’s hottest property.