Tommy Jeans and Aries Just Brought Back the 90s with their New Collection
Photo: Tommy Hilfiger Via: WWD
Tommy Hilfiger’s sub-label Tommy Jeans and London based brand Aries just debuted a new line and campaign called “Tommy x Aries: Remade.” The campaign featured rapper GloRilla, artist Novelist, 5EB, Brian Tshabola, Haajar Djouada, Kasper Kapica, Kirbs, Nathan Rosen and Xiao Wang. The brands have collaborated to create a reimagined 90s - inspired line with 35 pieces of womenswear, menswear and footwear. It is clear that both Tommy Jeans and Aries looked back to create this line. This project was 2 years in the making and featured vintage pieces that have been fully transformed. This collection was a part of Hilfiger’s “Waste Nothing and Welcome All” initiative.
Photo: Tommy Hilfiger via: WWD
Under the guidance of its founder and creative director, Sofia Prantera, Aries has grown in popularity within the UK streetwear scene. The brand has collaborated with many brands such as Juicy Couture and YOOX. Prantera told WWD, “Everyone these days has a lot of collaboration[s]. For me, it’s always important that a collaboration feels authentic and that I’m actually bringing something to the other brand and it’s not just about logos,” she said, You can’t piggyback on someone else’s product…It was time that someone stood up for Tommy because they’ve been doing this for a long time. It was such a subcultural brand at the time which we now see as a huge company, but it was born from DIY subcultures.”
Rapper GloRilla Photo: Angelo Pennett via: Complex
The line combines aspects of both brands and ties in streetwear aesthetics. It is clearly homage to Tommy Hilfiger’s reign during the 90s within the hip hop and R&B world. Many of the pieces are recognizable and inspired by things that have been worn by many music greats such as R&B princess Aaliyah and Destiny's Child from the 90s. The collection is full of upcycling and reusing and uses vintage pieces, deadstock fabric and leftover stock from Tommy Hilfiger. Rapper GloRilla, the face of the collaboration said, “I’m a big Aaliyah fan, and I love what she did with them. I’m part of keeping a legacy going,” she said. “I feel highly favored, because it could have been anyone else but me…It’s refreshing to me, because I love the old-school and being able to bring it to my generation.”
Photo: Angelo Pennetta via: Complex
It is great to see popular brands going back into the archives and modernizing their pieces. Many brands are recycling, upcycling and/or reusing their past pieces and being more sustainable with their practices. This collection is upcycling done right. It has brought back a Hilfiger Jeans collection and style that consumers have missed all these years. It is a collection that can also reach new generations with Hilfiger vintage pieces and repeats the same appeal they had in the 80s and 90s. See more from the collection on Aries website here.
