Tommy Jeans rebrand seeks to reach more diverse audience
26/06/2020
The digitally-led branding is intended to build a “a cohesive social framework to suit a diverse audience” that’s ready to “reclaim its place in the fashion and music world once and for all”.
Although the brand was iconic in the 1990s, the agency said, the brand’s mass popularity after 2000 lost some of its “cool”. Moreover, Tommy Jeans’ only recognisable asset was its logo, though the distinction between the denim brand and its parent brand were unclear.
Cone Launches Pride denim
In honour of Pride Month, Cone Denim has launched Pride Selvage Denim to “show Cone’s support of a wider and more inclusive community”, according to the company.
The new offering incorporates the rainbow colors of the Pride flag into the selvage of the fabric. The fabric is part of the Cone Community Collection fabrics, which are limited edition fabrics designed to be neutral to fit men’s and women’s collections.
Cone said it will donate a portion of proceeds from the sale of the fabric and accessories — including a tote bag, wallet (pictured) and travel kit — to the Human Rights Campaign, which focuses on achieving equality for the LGBTQ community.
“The importance of equality, inclusion and unity resonates across our world,” says Steve Maggard, president of Cone Denim, and the collection “offers an additional voice to these principles and a way for individuals to visibly support those causes and communities that are important to them.”
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