2018 has been the unofficial year of the comeback kid, offering a second chance to brands of the late 90’s that have since faded into irrelevance, such as Dickies, Fila and Reebok. Cultural circumstances such as the turbulent political climate, unpredictable economic policies and escalating social unrest, alongside our rapid technological and industrial advancements have induced wistful nostalgia for simpler times; times when our heritage brands were at the peak of success. Through adaptation and reinvention, iconic American merchants are drawing on their past in order to solidify a more profitable future.

While it is undeniable that the youth of today feverishly adorn the signature red, white and blue “global stripe” of American heritage brand, Tommy Hilfiger, few understand the rich history of the company’s past. From the catwalks to the racks of Gen-Z geared retailers such as Urban Outfitters, the “classic with a twist” fashion house is once again influential within the marketplace. Returning to their brand’s roots and original DNA, Hilfiger’s success must be met with skepticism: will Tommy Hilfiger maintain their exponential growth, or will they oversaturate the market and become yesterday’s news, just as they did in the early 2000’s?

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