Licensing.biz

Tommy Hilfiger goes ’90s and ’00s retro in ViacomCBS partnership

The Tommy Hilfiger brand has partnered with ViacomCBS Consumer Products to launch a new capsule collection under the banner A Blast from the Past, tapping into Tommy Jeans’ long history of pop culture collaborations featuring characters and logos from Nickelodeon and MTV.

In a deal brokered by WildBrain CPLG, the partnership will witness the launch of a range of t-shirts, sweats, and hoodies all in a unisex style. The collection will be available across Tommy Hilfiger retail locations, on tommy.com, and through wholesale partners globally.

A Blast from the Past will feature a range of micro-capsules that bring a playful streetwear vibe to the classic oversized and bold colourways that Tommy Jeans fans recognise of the brand, fused with pop culture icons from the late ’90s and early ’00s.

Beavis and Butthead, Garfield, MTV, Ren & Stimpy, and SpongeBob SquarePants will all play starring roles in the collection.

Each micro-capsule remixes the heritage Tommy Jeans flag in unique and surprising ways, such as weaving Beavis and Butt-Head within its red and white blocks or using it as a pattern to fill the MTV logo, adding a fresh twist on timeless favorites.

The deal was brokered by WildBrain CPLG, one of the world’s leading entertainment, sport, and brand licensing agencies.

“There continues to be significant consumer demand, particularly among young adults, for high-end fashion collaborations that utilize retro brands and bring with them a sense of fun and nostalgia,” said Matt Tobia, senior sales manager at WildBrain CPLG.

“This partnership between Tommy Jeans and ViacomCBS Consumer Products is perfectly positioned to meet this demand, as it combines ViacomCBS’s impressive portfolio of iconic TV brands with Tommy Jeans relaxed ’90s aesthetic. We also couldn’t think of a better pairing for our first time teaming up with Tommy Jeans.”

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