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Tommy Hilfiger renames denim line to Tommy Jeans

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PVH-owned fashion brand Tommy Hilfiger is relaunching its denim products under the new name ‘Tommy Jeans’.

The logo of the new brand ‘Tommy Jeans’ is inspired by ’90s American denim classics with a modern twist and will continue to feature the iconic ‘stretch flag’.

The fashion retailer observed a huge demand for its products amongst the youth. This propelled the company to ‘rebrand’ its label and bring the heritage aspect back to the market.

The denim range under the new name will hit the market with pre-spring 2018 collection.

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The Tommy Jeans capsule collection will bring the consumers back to the 90’s with red, white and blue colours and slight touches of yellow and green. The assortment will include a variety of jackets, T-shirts, denim, caps, and an array of accessories as well.

Tommy Hilfiger aims to meet the fashion desires of the millennials with this new branding strategy.

The Tommy Jeans tag was recently used in the capsule collection created with model Gigi Hadid within Hilfiger Denim.