Tommy Hilfiger is launching their new line in Canada first

Tommy Hilfiger is launching a new men’s and women’s line, dubbed Tommy, that targets twentysomethings and takes aim at the market share of American Apparel, Gap, and Abercrombie & Fitch. And as a change from the waiting game that Canadians usually have to play for these things, the company will be launching the new concept north of the 49th. Three freestanding stores--two in Toronto and one in Edmonton--will open this October and the collection will also come to 14 of Hilfiger’s Canadian locations.

“We chose to launch in Canada because we have a significant retail business there,” Gary Sheinbaum, chief executive officer of Tommy Hilfiger USA, told Women’s Wear Daily.

The new line, which ranges from US$24 for knits to outerwear that starts at US$139, will move away from the classic preppy style that is so closely identified with Tommy Hilfiger and into a cooler, tougher vibe. According to WWD:

“Tommy aims to focus on handmade details, distinctive materials and unexpected pairings for unique looks. For example, a washed, tailored jacket could be mixed with vintage-inspired long johns and hand-painted brogues, or a men’s wear shirt coupled with a slouchy boy-fit sweatshirt and destroyed denim and cropped motorcycle boots shown with a feminine clutch”

Tommy will be unveiled tonight at an event in Toronto.

Hilfiger Launching Collection and Retail Concept [WWD]