Taking inspiration from its archives, Tommy Hilfiger’s latest collaboration with Aries offers a range of redesigned pieces that celebrate 90s streetwear. In addition to the collection, the two have worked alongside the creative studio Something™ to create the virtual computer game Q-Jump, serving us even more 90s nostalgia.
Titled “Tommy, Hacked”, the Tommy Jeans x Aries collection offers 35 pieces of streetwear meets denim with a modernised aesthetic, including archival garments that have been redesigned with Aries’ luxury streetwear aesthetic. Tapping into Tommy Hilfiger’s influence on 90s streetwear, the collection offers a pair of baggy half-blue half-white denim jeans with double branding on the lower part of the leg as a jacquard tape logo dress made out of collaged horizontal panels.
The campaign, which features artist GloRilla, as well as Novelist and members of the Aries family, highlights the collections emphasis on proportion play and layering. The pieces themselves also carry the nostalgic feel to them, being made in line with Tommy Hilfiger’s initiation to “Waste Nothing and Welcome All”. A selection of the one-of-a-kind pieces were created from Aries’ old garments, using waste and surplus fabric to upcycle past styles.
Accompanying the launch of the Tommy Jeans x Aries collection, the two continue to tap into the 90s aesthetic to create a retro-style computer game. Working alongside creative studio Something™, the Q-Jump game was built with streetwear culture in mind to promote Tommy Hilfiger’s membership program, which keeps in mind the needs of its loyal fanbase by granting them pre-sale access.
Inspired by streetwear culture, the Q-Jump game follows an avatar that is dressed in the latest collaborative collection who has to jump the queue, from building rooftops to air vents, to collect virtual coins on its way. By doing this, loyal fans are able to win pieces from the collection without having to actually queue for hours in real life. Speaking of the game, creative director of Something™ Helena Hamilton highlights the importance of the brand’s communities and understands their needs by saying “We’re creating an entertaining activation that repays fans for their dedication; it’s inspired by them and made for them”.
The collection, just like the game, taps into 90s culture, through the garments’ designs and the pixelated urban backdrops of Q-Jump. Branded street posters, a background subway, street art and foldable chairs can also all be seen while queue jumping in the game, as well as being accompanied by an 8-bit hip hop soundtrack. The game also features a leadership board, where loyal fans are ranked by the amount of coins collected which will later be posted on socials, further encapsulating everything there is to love about retro 90s computer games while also bringing it into today’s world.
Q-Jump is now available to all fans to shoot their shot at collecting coins, as well as signing up to Tommy Hilfiger’s membership to receive pre-access to the new Tommy Jeans x Aries collection, all from the comfort of your own home, here. The collection itself will launch on March 31 online and in select stores.
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