Tommy Hilfiger is launching their new line in Canada first

Photography by Peter Stigter

Photography by Peter Stigter

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]

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