The History of Levi and Tommy and Their Comeback
The cyclical patterns of fashion have struck yet again as the renowned Tommy Hilfiger and Levi’s brands have re-emerged back en vogue. Trends come and go but quality fashion has staying power and the evolution of these brands is evidence of just that.
Levi Strauss & Co. created the first-ever blue jeans for women in 1934, forever revolutionizing women’s style. Almost 100 years later, Levi’s are once again at the height of popularity, all the while staying true to what they do best while finding new ways to elevate what they have already mastered. Their tactic: take the simple classic, American, effortless look and allow individuals to personalize that look. Offering denim customization, embroidery and patching through their new campaign #liveinlevis, they want you to embrace what you want Levi's to be.
Some fifty years after Levi’s launched women’s jeans, Tommy Hilfiger made his break in 1984, claiming he was about to be the next “great American designer.” He produced a line of preppy clothing, trademarking his red, white and blue logo which was soon embraced in oversized versions by the 90’s hip-hop culture. He also designed the first-ever Coca Cola clothing line and the two iconic American brands joining together was a recipe for success. “The Coca-Cola collection we launched in the ‘80s was bold, bright, and instantly recognizable,” said Avery Baker, chief brand officer for Tommy Hilfiger. Today he is tapping back into the nostalgia of the ’80s and doing it again by (re)-introducing #tommyjeansxcocacola, reuniting to resurrect historic signature styles with a contemporary look, fusing fashion and pop culture for a new generation.
In addition to reviving versions of the 80’s fashion styles, Tommy has been extremely busy. In our heighten health-conscious society, he designed, produced and launched an athleisure line. Additionally, he has created a platform for celebrities to speak out on current day hot topics, promoting famous figures such as Zeynday, who has become a voice of inclusivity, individuality, and empowerment. Tommy has added a philanthropic stance alongside the power and notoriety that the Hilfiger brand connotes, and the positive public reaction and increased popularity of the brand have proven to be a success.
Both Tommy Hilfiger and Levi’s have found ways to make you as an individual feel apart of the brands by re-campaigning what they have already mastered. Levi’s by giving you an outlet to customize your denim and artistically share your voice, and Hilfiger by promoting and spreading awareness about topics that are extremely important and prevalent in today’s society. Two different marketing campaigns and both just as effective. Their behavior of staying true to what they know best is recognized, and hence the reason why they have been successful in re-emerging to the forefront of today’s trends.