Premium Brands Rely on Comfort and Innovation

The fashion industry has undergone many positive transformations and changes in recent years. As a result of the global movement for more responsible, sustainable and innovative production methods, consumer behavior has also changed significantly, thanks in large part to fashion bloggers and hobbyists outside the industry. Their key influence is significantly felt in the demand and preferences of many of us. Busy schedules and hectic daily lives push more and more people to put comfort first in their outfits. Therefore, the long-established norms are undergoing a transformation and it is no coincidence that nowadays wearing an ethereal dress with sneakers or a sports leggings with a jacket has become the new “normal”. Moreover, today fashion lovers are already demanding from leading brands to bet on a variety of cuts and fabrics adapted to different physiques and shapes.

Officer Shirt Jacket Tommy Hilfiger

This change in perception and behavior towards fashion has encouraged even premium brands to continue to innovate and create more functional models. In this respect, Tommy Hilfiger is one of the pioneers in his sector. Over the past few seasons, the American designer has continued to develop his iconic style and remains a preferred brand even for extremely practical and comfort-seeking consumer groups such as millennials and Generation Z. The combination of elegant, classic cuts and functional, innovative fabrics is at the heart of the brand's strategy.

A good example is the men's collection of Tommy Hilfiger for spring 2020, which focuses on flawless silhouettes in shirts, chino pants and jeans, and all models also benefit from technical improvements. For this purpose, the designer relies on his innovative stretchable material TH Flex, while the patented fabric TH Cool contributes with moisture-absorbing and cooling properties. Waterproof parka jackets, sweaters made of elastic fabrics, chino pants, designed to ensure comfort during changeable weather conditions, are just a few examples of what the new collection presents for this spring-summer season.

 

Tommy Hilfiger has a mission to bring freedom of movement for women, integrating a number of innovations in its women's collection for spring 2020. Denim, blazers and pants are created using an innovative temperature control material. Cool Max is a fabric designed to breathe and remove moisture away from the body, offering exceptional comfort without compromising on the precision of the cut. What's more, the T-shirts and polo models are made with the patented TH Cool miDori® – guaranteeing the perfect way to ensure the right body temperature, regardless of the outside temperatures. The universal silhouettes, designed for easy adaptation to changing climatic conditions, are made of natural textile fibers, to which the highest quality technical improvements are added.

Well, innovation is really thriving in the active Tommy Sport line. In the spring 2020 collection, Tommy Hilfiger strives to ensure the maximum technical advantage of its models by adding improved or completely new elements. These include the antibacterial material Polygiene® – made for safer, more hygienic sports activities, HerMin® Weave Tech – breathable and waterproof organic cotton, as well as TH Cool miDori® for cooling and removing moisture. The silhouettes are designed with comfortable elastic functions for better freedom of movement, while sports bras provide increased support.

The TOMMY JEANS line uses innovations to make the active lifestyle even more comfortable, but also more environmentally responsible. For spring 2020, the line relies on 100% recycled denim, with some models made of elastic cotton with recycled elastane, while others include threads from recycled plastic bottles. In addition, Tic Cool Moisture Wicking technology ensures moisture-wicking and long-lasting comfort.

Let us all enjoy this new era in fashion, which allows us, without sacrificing our style, to make better choices every day for the needs and comfort of our body, as well as for the good of our planet!

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