The partnership strengthens the bonds between
the racing and fashion worlds while giving a platform to
underrepresented communities.
Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH],
announces together with Mercedes-AMG PETRONAS Formula One Team that
New York streetwear brand Awake NY has co-created the new Tommy x
Mercedes-AMG F1 x Awake NY collection and campaign. Launching on
May 4th ahead of the Miami Grand Prix, the collection combines
Awake NY’s founder Angelo Baque’s street-style sensibility with
TOMMY HILFIGER’s signature prep aesthetic to create a range of
motorsport-inspired lifestyle icons that dares to be different.
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the full release here:
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Tommy Hilfiger, Mercedes-AMG PETRONAS
Formula One Team and Awake NY Launch Collaboration at Miami Grand
Prix
“I have been an F1 fan since I was a kid, and we’ve been
breaking conventions in our partnerships with the sport since the
‘90s,” said Tommy Hilfiger. “With this collaboration, we wanted to
continue to innovate with both design and an inclusive spirit to
create a bold new perspective for the next generation of
race-goers.”
Angelo Baque, an immense admirer of Lewis Hamilton and fan of
Formula 1, was able to lend his design values and ethos to the
community, culture and city of Miami in celebration of its Grand
Prix weekend. The collection presents a fresh new vision of Formula
1, where perspectives collide, inspiration is sparked, and
everybody is welcome to join the ride.
“My visit to the Tommy archive sparked the nostalgia of my youth
and inspired much of my approach to this collection,” said Angelo
Baque. “My desire was to authentically interpret streetwear and
Americana. Never in a million years did I think this Ecuadorian kid
from Queens, NY, would be designing pieces proudly worn by Lewis
Hamilton, George Russell and Mercedes-AMG F1. Seeing Tommy, Lewis
and myself working together on this project is important for the
younger versions of ourselves to understand representation
matters.”
The campaign follows stories of the grit, determination and
spirit that inspired seven-time champion and F1 legend Lewis
Hamilton, Grand-Prix winner George Russell and Awake NY’s Angelo
Baque, as well as Mr. Tommy Hilfiger, on their individual journeys,
and features Mercedes-AMG Petronas F1 Reserved Driver, Mick
Schumacher. The campaign was photographed by Adrienne Raquel, and
video content was captured by Anthony Prince Leslie.
Reflecting the values of the People’s Place program, a Tommy
Hilfiger initiative that aims to give opportunity to
underrepresented communities in the creative industry, the
collaboration will work with Creatives Want Change (CWC), inviting
BIPOC participants to attend the race in Miami on May 7th. Danae
Harrison, Dayne Thompson and Donald Whorley from CWC will work
closely with Angelo Baque on the grid before the race, exploring
how the collaboration evolves, from concept to production.
“Change is an inevitable part of both sport and life. As a team,
we understand the importance of embracing this on and off the track
to continually innovate, inspire and tackle the challenges
presented to us,” said Toto Wolff, CEO and Team Principal of the
Mercedes-AMG PETRONAS F1 Team. “We’re proud to celebrate these
shared values through this collaboration; not only creating an
iconic collection but by supporting and highlighting creators from
underrepresented communities.”
The Tommy x Mercedes-AMG F1 x Awake NY collection of seven
gender-inclusive styles reinvents archival staples with
inspirations from racing and NYC street aesthetics. The essence of
Americana is brought to Formula 1 in a classic baseball jersey,
while a T-Shirt dedicated to the Miami Grand Prix comes in diva
pink, electric blue lemonade and black options. The Tommy, Awake NY
and Mercedes-AMG PETRONAS F1 Team logos feature across
long-sleeves, polos, baseball jerseys and rugby shirts. T-shirts
and baseball jerseys display the drivers’ racing numbers, with
Lewis Hamilton’s 44 and George Russell’s 63, while a special Awake
NY tribute references ’85, the year Tommy Hilfiger was launched.
Colorways include Tommy’s signature red, white and blue, while the
Mercedes-AMG F1 pieces showcase the core team palette of black and
white highlighted with volt green.
“Since the beginning of our partnership in 2018, we have
continually pushed the boundaries of what is possible by creating
bold ranges, highlighting causes important to both organizations,
and sharing incredible stories,” added Richard Sanders, Chief
Commercial Officer of the Mercedes-AMG PETRONAS F1 Team. “This
innovative campaign is the next step, reflecting the work of
important initiatives such as the People’s Place program and
Accelerate 25, whilst creating an eye-catching collection.”
The collection will be available at Tommy.com,
shop.mercedesamgf1.com, select TOMMY HILFIGER stores and designated
tracks over upcoming Grand Prix weekends.
Friends of the brand are invited to join the community and
conversation on social media using #TommyHilfiger,
#TommyxMercedes-AMGF1xAwakeNY and @TommyHilfiger.
About TOMMY HILFIGER
TOMMY HILFIGER is one of the world’s most recognized premium
lifestyle brands, uplifting and inspiring consumers since 1985. The
brand creates iconic style, which comes alive at the intersection
of the classic and the new, co-created with people who are shaping
culture around the world. TOMMY HILFIGER celebrates the essence of
classic American style with a modern twist. Tommy Hilfiger offers
premium quality and value to consumers worldwide under the TOMMY
HILFIGER and TOMMY JEANS lifestyles, with a breadth of collections
including men’s, women’s and kids’ sportswear, denim, accessories,
and footwear. Tommy Hilfiger has an unwavering commitment to
sustainability and inclusivity.
Global retail sales of TOMMY HILFIGER products were
approximately $9.3 billion in 2021 and the brand is powered by more
than 16,000 associates worldwide — present in 100 countries and
more than 2,000 retail stores, including its largest global
flagship store at tommy.com. PVH acquired Tommy Hilfiger in 2010
and continues to oversee a focused approach to growing the brand’s
worldwide relevance, presence, and long term growth.
About PVH Corp.
PVH is one of the world’s largest and most admired fashion
companies, connecting with consumers in over 40 countries. Our
global iconic brands include Calvin Klein and TOMMY HILFIGER. Our
over 140-year history is built on the strength of our brands, our
team and our commitment to drive fashion forward for good. That’s
the Power of Us. That’s the Power of PVH.
Follow us on Facebook, Instagram, Twitter and LinkedIn.
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version on businesswire.com: https://www.businesswire.com/news/home/20230504005034/en/
Press: Tommy Hilfiger Lyndsey Anderson Senior Manager
Global Communications and PR Lyndsey.anderson@tommy.com
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