Hilfiger Denim Goes to the Disco

You can't blame Tommy Hilfiger for jumping on a good opportunity. The closing of the 3,700 square foot Mexx store on Broadway in SoHo opened up a prime location which Hilfiger has chosen for the U.S. debut of his jeans line, Hilfiger Denim. It's not a new brand, but it's new to the U.S., where we have been more familiar with the cheaper Tommy Jeans line. The label was originally created seven years ago for the European market where his brand enjoys a higher price point and status than it does stateside. It positions itself at the lower end of the premium denim spectrum with jeans prices running from $98 to $175. Current management is looking to trade the brand more upscale, and while the company has signed an exclusive agreement with Macy's to sell it's products that will go into effect next year, it is also embarking on an expansion of its own stores. This unit also offers, like his new women's store on Bleecker Street, a selection of "vintage" clothes priced to sell to total idiots who have no idea that old clothes are not necessarily valuable vintage garments. In fact, they rarely are. None of these items come with any sort of provenance, and few have designer labels that would warrant high prices. It seems pretty obvious that buyers took a trip to Beacon's Closet or some other such place and loaded up on stuff they thought would sell with a huge markup. There are "vintage" jeans from Levi's and Lee selling for a couple hundred dollars, but who knows if they are two or twenty years old? People who are dumb enough to pay over $400 for a pair of dirty old Frye boots probably deserves what they get. Of course another huge American designer has for years included vintage pieces in his boutiques around town (though generally ones of better quality). Who could that be?
Perhaps the most notable aspect of this new store is the L.E.D. chandelier at its center which pulsates like the floor of a 1970s disco, an effect bolstered by multicolored lights and shiny chrome spheres hanging all over the store. The designer who typically fancies himself Mr. Rock & Roll has taken a turn to the dance club for this store in an unexpected flash of novelty. As for the rest of merchandise, here he falls back to his usual strategy of echoing other designers (and by other designers we mean, of course, Ralph Lauren). It seems Hilfiger can't shake this chronic criticism of his business. Of course it might be easier if he would just stop doing it!
Hilfiger Denim 372 West Broadway between Spring & Broome Streets, SoHo