Tommy Hilfiger is launching its new 'Tommy's Drop Shop' creative platform offering three microcapsules co-designed by three creatives–Jonny Banger (@sportsbanger), Mago Dovjenko (@iammago) and Toby Evans (@zome.work)–each one expressing his own passion for specific creative areas. This new format will offer a limited selection of items–only 500 pieces of each style will be available–as it aims at encouraging the constant discovery of pop culture creatives, their communities and their artistic talents.
Each drop will offer gender-neutral hooded sweatshirts and T-shirts made with 100% organic or recycled cotton according to the brand's philosophy that “Wastes Nothing and Welcomes All.” Drop Shop also wants to correspond with Tommy Hilfiger's "See Now, Buy Now" philosophy.
"Pop culture has always characterized everything we have been doing for over the last 35 years," said Tommy Hilfiger. "Tommy's Drop Shop brings this influence at new levels as this platform makes us collaborate with even more creatives, tell more stimulating stories and celebrate even more perspectives and life paths. They embody what we love to do and I can't wait to add it to our heritage." Drop 1.1 puts in evidence Sports Banger, a UK independent lifestyle brand founded in 2013 by Jonny Banger offering unisex sportswear that explores British culture through provocative experiences and products.
Drop 1.2 was created by Mago Dovjenko, a creative director, graphic designer, illustrator, digital influencer and event organizer from Berlin. In his pieces for Tommy's Drop Shop, Dovjenko celebrated his spontaneous self-expression through freestyling and a deconstruction process of Tommy Hilfiger's iconic flag.
Last but not least, Toby Evans, Studio Zome's founder, designed the looks of the Drop 1.3. They are inspired by this London-based artist’s conceptual works from Londonembraces design, brand identity and creative direction.
The latest Tommy's Drop Shop collection is available all over Europe and exclusively on tommy.com since last week. The second microcapsule will be launched in February 2021.