Denim is a large part of Tommy Hilfiger—it was the very first product the American brand sold when it was founded in 1985, and it continues to be at the very heart of Tommy Hilfiger apparel. More than 20 years later, the brand continues to revolutionize, but now for purposes that go beyond immediate company gains—Tommy Hilfiger heeds the sustainability call, and incorporates changes to give what it claims would be 100-percent sustainable denim.
In order to do this, Tommy Hilfiger’s parent company PVH, which also owns Calvin Klein, has established its very own PVH Denim Center which was launched last month. Located in Amsterdam, the center is projected to not only make production safer for the environment but also faster. It will house four sections, namely the Denim Fabric Library, the Denim Atelier, the Denim Lab and the Denim Academy, which means that many steps of the manufacturing will be done in-house.
The Denim Fabric Library is just what you would expect—it is a meticulously done database of fabrics which indicate their dimensions and price, and is intended to be used by designers and product developers. The information being accessible keeps professionals from having to seek suppliers for samples, which often take time. Likewise, the Denim Atelier allows the process to be shortened as well. Instead of sending out the samples and replicating them in a matter of weeks, Tommy Hilfiger can take all the steps within 48 hours while reducing the environmental effects of shipping. In the Denim Lab, magic happens: techniques that reduce the harmful impact of manufacturing are being developed. Meanwhile, professionals can head over to the Denim Academy to undergo a short workshop that introduces attendees to sustainable processes and their role in the creation of denim.
So far, the brand has been able to use laser technology in lieu of the more traditional steps in denim making. This is expected to be of great benefit to the environment—the amount of water to be used will be reduced significantly, and the same could be said for chemicals and waste—as well as efficient as pairs of jeans can be finished in two minutes. Traditional washing techniques will also be replaced by more modern means that still produce the desired effect. The selection will be made in recycled materials right down to the tiniest details: plastic bottles will be repurposed to become thread and deadstock will be made into different parts such as buttons. Even a trivial feature is covered—the swing tags will be recycled paper. All these do not compromise the quality of the cotton; Global CEO Daniel Grieder guarantees that it will just be a soft and durable as previous releases.
It would not be long until we see the results. The Spring Summer 2019 collection, which would reportedly include trucker jackets, mom jeans, and your classic tapered variant, will be dropped in February. Going forward, Tommy Hilfiger would require its international suppliers to adhere to eco-friendly methods. Founder and namesake Tommy Hilfiger said that future generations are owed some thoughtfulness in the manufacture of products, “Starting with how we design and produce some of our denim styles, we want to inspire consumers to make sustainable changes.”
Image credits: Draper, Tommy Hilfiger
