Who Owns Tommy Jeans?

Tommy Jeans was established in 1992 as a denim-focused sub-brand of Tommy Hilfiger, targeting a younger, more casual consumer than the main Tommy Hilfiger line. The brand launched during the height of Tommy Hilfiger's cultural moment in the 1990s, when the brand was deeply embedded in hip-hop culture and youth fashion. Tommy Jeans became associated with the baggy denim, oversized logos, and streetwear aesthetic that defined 1990s youth fashion.

The brand's 1990s cultural peak was driven by its adoption by hip-hop artists and celebrities including Aaliyah, who famously wore Tommy Hilfiger in a 1997 advertising campaign, and Snoop Dogg, who wore a Tommy Hilfiger rugby shirt on Saturday Night Live in 1994. These cultural moments gave Tommy Hilfiger and Tommy Jeans enormous credibility with younger consumers and drove significant sales growth.

Throughout the 2000s, Tommy Jeans' cultural relevance declined as fashion trends shifted away from the preppy-meets-streetwear aesthetic that had defined the brand. The brand was repositioned and scaled back during this period.

When PVH Corp. acquired Tommy Hilfiger in 2010 for approximately $3 billion, Tommy Jeans became part of PVH's portfolio. Under PVH's ownership, Tommy Jeans was revived and repositioned as a premium streetwear-influenced denim brand, capitalizing on the 1990s nostalgia trend that became prominent in the 2010s and 2020s. The brand has collaborated with artists and celebrities to reinforce its cultural credentials and appeal to younger consumers.