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ComplexCon 2018: Tommy Hilfiger on Hip-Hop, Streetwear

LONG BEACH, Calif. — Relevance is everything. And for Tommy Hilfiger, being at ComplexCon is key to keeping his namesake brand in the minds of the next generation of consumers.
The designer spoke with WWD on Saturday, ahead of a talk he was set to give with brother Andy Hilfiger while at the two-day ComplexCon festival.
“We were embraced by the hip-hop community in the late Eighties, early Nineties and it was the beginning of a new fashion revolution taking place,” Hilfiger recalled. “It was the birth of streetwear and we were leaders. We listened to what the customer wanted and we gave the customer what they needed before they knew what they needed.”
At the time, the designer recalled, everything was oversize. The logos, he said, were “bigger and bolder” and the use of celebrities were key in also helping drive chatter around the brand. Hilfiger worked with everyone from Aaliyah to Usher.
“We actually used a lot of stars in our advertising at the time, who represented the brand in a multicultural, diverse way,” he said. “We took a road tour throughout America on a bus and we stopped in different cities and did fashion shows and parties. At this time, Beyoncé and

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Via:: https://wwd.com/fashion-news/street-style/complexcon-2018-tommy-hilfiger-hip-hop-streetwear-1202900170/