Designer and bastion of “preppy,” Tommy Hilfiger, recently sat down with Bloomberg Business Weekly to discuss his namesake and the legacy of his company. Bloomberg put the scope on the Hilfiger brand’s formative years and what it took prior to its establishment to see fruition.
While discussing a number of the company’s pitfalls and hard times, the proverbial elephant in the room was brought up. It’s no secret that the Hilfiger brand was a staple in urban wear during the ’90s. With everyone from Aaliyah to Snoop rocking the brand’s various wares, like logo-emblazoned skull caps and boxers that were pretty much billboards for Hilfiger, many were interested in how a brand with such “preppy” sensibilities took to urbanites donning the gear. Here’s what Hilfiger had to say:
There was a bit of controversy at the time because the classic preppy base abandoned the Tommy brand when it was adopted by the hip-hop community. And when hip-hop moved on to a new trend, you were left hanging.
Look, it fueled a lot of growth, but it took us away from our roots. We came back to our roots 10 years ago; that’s when our business started to really stabilize and grow again. When people ask me advice, I say stick to who you are. Stick to your guns. There is an image and attitude to most brands and that’s really important. I like to stick to my heritage and not chase trends and at that point we were chasing trends. Chasing trends was easy but it was dangerous. It’s more important to me now to be consistent.
Check out the rest of the interview on Bloomberg Business Weekly.
Greg ain’t the Trap Lord but he is the SusLord. So ladies, you can get all up in his Hilfiger, find him on Twitter @MrLXXXVII