Tommy Hilfiger opened his first store in his hometown of Elmira in Upstate New York while still in high school. In 1984, he launched his own label, and nearly four decades later Tommy Hilfiger is one of the most recognizable fashion brands in the world.
On the designer's birthday, we look back on what made Hilfiger stand out-and stay relevant after decades of shifting trends.
Hip Hop
Much of Tommy Hilfiger's rise can be credited to the brand's popularity with those in the '90s hip-hop scene, from Wu-Tang Clan to Snoop Dogg, who notably performed on Saturday Night Live in a Tommy-branded rugby shirt.
Charity First
In 1995, the Tommy Hilfiger Corporate Foundation was formed. The foundation participated in the opening of the Martin Luther King Jr. memorial in Washington, donated funds to an organizations that fight poverty, and also created a camp for children of low-income families. Each year, the brand also releases a limited collection of bags in support of breast cancer research.
Keep it Classic
When Tommy Hilfiger started his brand, he set out to create new American classics. By taking the basics he grew up with and elevating them with his own twist, the designer succeeded in creating a line that was both aspirational and accessible, and that gave his customers the novelty they craved in an approachable way. 
Red, White, and Blue
Hilfiger is thoroughly devoted to the American tradition, proudly sporting the red, white, and blue on most of his designs. Stars also often appear, and even the logo loosely resembles a flag.
Gigi Hadid and Zendaya
Hilfiger made a bid to younger generations by collaborating with model Gigi Hadid on four capsule collections. The TommyxGigi collections were vintage-inspired and proved to be a bestseller for the brand, largely selling out and debuting via extravagant runway shows. Hilfiger later teamed up with Gen-Z actress Zendaya on another successful collection.
See Now, Buy Now
Tommy Hilfiger fully embraced "see now, buy now," even cheekily referring to his collections with Gigi Hadid and Zendaya as "Tommy Now." The day after the shows, the clothes were available in stores worldwide and online, spiking sales for the brand.
