Icons then, and icons now, both TOMMY JEANS and Avirex were born in the vibrant melting pot of New York City and remain deeply intertwined in hip-hop’s history. TOMMY JEANS was created in the ‘90s to embrace and design for the rising cultural force with bright and baggy styles. Avirex, re- energized in the last few years, is known for perfecting the art of the luxury leather jacket and continues to act as a cultural magnet for legends of hip-hop, sport and celebrity.
“This capsule is a salute to New York and 50 years of hip-hop,” said Tommy Hilfiger. “Avirex is an icon of American culture and streetstyle. By fusing their signature jacket with Tommy Jeans DNA, we bring an icon of the glory days to the next generation.”
Drawing inspiration from iconic ‘90s hip-hop style, the 3-piece collection heroes a white luxury leather bomber jacket with black and red sleeve linings paying homage to the authentic heritage of the culture. A black hoodie and T-Shirt showcase the collab logo that merges the Tommy flag and Avirex emblem.
“It makes so much sense connecting our unmistakable details and premium leather with the TOMMY JEANS heritage,” shared Mia Dell’Osso-Caputo, Avirex Creative Director. “Our mutual brand fans are already clamoring for these exclusive pieces.”
The campaign showcases the collection in three NYC locations. Steeped in heritage, Quad Recording Studios, Manhattan, and Apollo Theater, Harlem, represent where icons of the golden age recorded and performed. Representing the new wave, “On the Radar”, Brooklyn, is a YouTube channel that has resurrected the city’s scene, recognized today as the top spot for rising artists and seasoned veterans to broadcast to the world.
TOMMY JEANS celebrates the 50th anniversary of hip-hop with the drops of Tommy x Avirex, as well as the Remastered collection on November 6th. With a campaign uniting future voices of the genre Central Cee and GloRilla, the Remastered capsule is a modernized selection of the most culture-shaping legacy styles from the TOMMY JEANS archives.