Two cities, one collection. Tommy Hilfiger and Hiroshi Fujiwara bring New York and Tokyo together, merging their creative worlds in an exclusive capsule that reinterprets the brand’s ’90s legacy through a distinctly Japanese perspective. The result is Tommy Hilfiger x FRGMT, a dialogue between East and West, past and present, shaped by a palette of pale blues.
There’s something powerful about revisiting the references that shaped fashion and carrying them forward through our own visual vocabulary. Few brands embody this idea quite like Tommy Hilfiger. In the ’90s, its classic American aesthetic moved beyond its preppy roots, intertwining with music and urban culture to connect with an entire generation. What began as a vision of American style became something much bigger than its founder could have imagined. That’s where the magic lies: in a brand that came to represent far more people than anyone might have expected. New York had developed its own distinctive language of dressing and living, one that people around the world wanted to emulate. Tommy Hilfiger captured that spirit and turned it into a cultural reference point, proving that fashion could transcend its original audience.
For this collaboration, FRGMT pieces meet some of Tommy Hilfiger’s most recognisable garments. Soft plaid flannel shirts, dry cotton jersey, washed nylon and heavyweight cotton twill bring texture and depth to the collection, reworking familiar silhouettes without losing their original character. The campaign draws inspiration from New York street culture, unfolding through a dynamic, socially driven video set across the city. Uptown preppy style enters the world of skateboarding and spontaneity as Tommy Hilfiger’s signature codes take on FRGMT’s irreverent edge. Even the reinterpretation of the logo, rendered in light blue instead of its signature bold red, shows how a visual identity can evolve without losing its essence. It remains unmistakably Hilfiger.
Beyond the clothes, this collection captures what fashion has always done best: reflect the music, subcultures and everyday realities that shape an era. It taps into the American dream aesthetic we continue to romanticise, recalling what the USA was, what it is and what it represents in our collective imagination.
Some brands sell far more than clothing. They offer a vision of how to dress, how to live and where we might belong. Style has no fixed labels; it belongs to those who understand it, connect with it and make it their own. Skateboarding becomes the perfect symbol of that freedom: an attitude that transcends generations, backgrounds and expectations.
