Tommy Hilfiger launches Tommy’s Drop Shop with three co-designed micro-capsules

By

Gabriella Lacombe

Published
Dec 18, 2020

After first teasing the project in October, PVH-owned Tommy Hilfiger has launched its Tommy's Drop Shop with three limited edition micro-capsules co-designed by creative partners, Jonny Banger, Mago Dovjenko, and Toby Evans.

Each collection drop features gender-neutral hoodies and t-shirts available in a maximum quantity of 500 units per style and come made from 100% organic cotton or recycled cotton. The release will be available in all of the brand's European markets exclusively on tommy.com from December 17. 

The core focus of Tommy's Drop Shop is to highlight the influence of pop culture on fashion by celebrating different creatives, their communities and artistic talents, the brand said, and to continue on the principle of the brand's 'see-now, buy-now' model by delivering "lightning-quick, limited-edition releases."

Drop 1.1 features Sports Banger, the independent, British lifestyle brand founded by Jonny Banger in 2013. The brand, which explores British culture and translates it into "provocative products and experiences," has collaborated with a variety of designers, performers, musicians and DJs. In his Tommy’s Drop Shop designs, Banger flips the Tommy Jeans flag on its head; channels an old rave flyer; and reinterprets an iconic Tommy Hilfiger pair of blue and red gloves worn by R&B musician, Aaliyah, the brand said. 

Drop 1.2 is designed by Dovjenko, a Berlin-based creative director, graphic designer, illustrator and digital influencer. Dovjenko, who began his career producing surrealist drawings in his early teens, has collaborated with a verity of major brands as a creative director and illustrator. In his Tommy’s Drop Shop pieces, Dovjenko celebrated spontaneous self-expression by ‘freestyling’ in his design process and deconstructing the Tommy Hilfiger flag. His t-shirt and hoodie feature psychedelic and graffiti-style art, including a lava lamp-inspired, oversized smiling heart. 

Drop 1.3 styles are designed by Evans, the London-based founder of Studio Zome. The hoodies and shirts are inspired by the creative director’s concept-driven work, which spans design, brand identity and creative direction; championing honest communication, confidence and conviction, the brand said. In his Tommy’s Drop Shop designs, Evans reinterprets Tommy Hilfiger’s iconic aesthetic and brand codes, telling a story of what paths designer Tommy Hilfiger may have pursued in a parallel universe, had he not become a fashion designer. 

“Pop culture has infused everything we’ve done for over 35 years,” said Tommy Hilfiger. “Tommy’s Drop Shop takes this influence to new heights. The platform allows us to collaborate with even more creatives, tell even more inspiring stories and celebrate even more perspectives and walks of life. It is the embodiment of what we love to do, and I’m so excited to add it to our legacy.”

The second Tommy’s Drop Shop micro-capsule will launch in February.