Tommy Hilfiger recently celebrated his brand’s 25th anniversary, and he’s marking the occasion with an appeal to his 25-year-old customers—the ones who made Hilfiger a must-buy during his nineties glory days, when you couldn’t turn on MTV without seeing a pair of baggy Tommy jeans or an oversized rugby shirt. The prep staples of the last decade aren’t going anywhere, of course, but they’re now joined by the new, younger-skewing TOMMY line, one that’s just gotten its first concept shop, on New York’s Bleecker Street, a second in White Plains, and several more on the way in the U.S. and Canada.
The space’s decor is eclectic, with loads of taxidermy and a bicycle-gear chandelier. The clothing, too, follows its offbeat example, to add a little irony to the tried-and-true prepster equation. A classic turtleneck pairs with sequined hot shorts and neon tights, or, on the boys’ side, a spectacle-print cardigan is shown with distressed jeans and a bow tie. The TOMMY set may grow up to their country club memberships and blue blazers one day, of course. But until then, Hilfiger’s got a faux-leopard trapper hat ($44) and acid yellow henley ($49) with their name on it.
TOMMY is now available at 375 Bleecker St., NYC, www.tommyhilfiger.com.