Tommy Hilfiger and Timberland launch ’90s nostalgia collection – Sourcing Journal


’90s kids get their nostalgic fix, thanks to the latest collaboration between historic brands Tommy Hilfiger and Timberland.

The first in a series of iconic label drops features 17 signature pieces that combine re-emerging ’90s trends like utility and college, and bring together “years of legacy, remixed for today.” .

“This partnership with Timberland has been such a creative adventure for me and a long way to come,” said Tommy Hilfiger. “Diving into our archives and reliving that upbeat and ‘anything is possible’ energy of the ’90s with Timberland has been a great and nostalgic experience. Culture shaped our brands and, in turn, we shaped the fashion landscape of the time.

During the 90s, the streetwear styles of both brands were the aesthetic of choice for hip-hop figures like Snoop Dogg, Usher and Aaliyah who were often seen in baggy jeans, oversized jackets and work boots. Generation Z’s recent obsession with the “retro” look has catapulted both brands into the limelight.

The first drop of the Tommy x Timberland collaboration features a prep-meets-streetwear aesthetic represented in key outerwear like a reversible two-in-one varsity jacket and a voluminous parka. Clothing, footwear and accessories span all genres, with co-branded shirt dresses, tees and work boots celebrating the hip-hop elements of the brand’s early years.

The collection’s color palette is equally symbolic, combining Timberland’s iconic wheat and orange with Tommy Hilfiger’s Americana-inspired combination of red, white and blue.

It was these nods to the brands’ historic past that prompted Timberland Global Creative Director Christopher Raeburn to call the collection a “book of cultural memory seen through a progressive lens”.

Co-branded collaborations have been a popular strategy among brands looking to expand into new demographics. Fendi and Versace made waves with a “Fendace” show at Milan Fashion Week in September that inspired a sense of youthful rebellion. Most recently, Fendi teamed up with Skims, the brainchild of Kim Kardashian West, for a co-branded shapewear line that has been hitting social media since last week. Likewise, Supreme helped breathe new life into 2000s denim icon True Religion last month with a celebration of the low, loose jeans reinterpreted for today.

The accompanying Tommy x Timberland campaign was shot in New York City by local photographer and multidisciplinary collage artist Jack Greer and videographer Malt Disney. The collection is now available on both brands’ websites, select Tommy Hilfiger and Timberland stores, and our wholesale partners. The second part of the collection is expected to launch in November.


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