It appears that the king of polos and yacht-inspired apparel is destined for the world of skinny jeans and Chucks.
Universal Music Group has announced that the label will be partnering with designer Tommy Hilfiger to produce “rock-and-roll inspired clothing” for high-end boutiques and department stores.
The relationship will be based on the rising popularity of band merch, which has evolved from the typical t-shirt to the bizarre realm of toothbrushes, dog clothing and other questionable rarities. Universal will be approaching the venture under the guidance of their Bravado business unit, while Hilfiger will handle the collaboration without any attachment to his clothing line.
For Universal the project is just another way the company is attempting to branch out in the wake of an increase in internet downloads and the resulting decline of album sales, but for Hilfiger, the exploration of a culture that is generally opposite his loyal clientele seems to be an effort to garner the attention of a younger demographic.