Batekoo. All images courtesy Tommy Jeans
For their SP21 campaign titled ‘Music Takes Us Further’, Tommy Jeans have selected some of the most captivating and socially aware musicians from around the world to endorse their latest collection. United by their commitment to both music and activism, the protagonists share the belief that creativity can also be a means for social change. Channelling this ethos to their online followings, they raise awareness surrounding the steps that can be taken towards eradicating racism, homophobia, transphobia, body shaming and environmental degradation.
As a further step towards sustainability, Tommy Hilfiger have made the SP21 collection from 100% recycled denim. What this means is that water consumption is significantly reduced, not only in the process of making them but also in the life of the garment, saving 50 litres of water per wash.
Meet the impressive cast championing the SP21 campaign below.
Kai-Isaiah Jamal
Poet and activist, Kai-Isaiah Jamal stands for trans-visibility and speaks out against toxic masculinity. On his platform he tries to bring young people, especially belonging to BIPOC and LGBTQIA+ communities, closer to poetry.
Dee Koala
Dee Koala is a rapper from Khayelitsha, Cape Town, who has grown in popularity through catchy hooks and direct lyricism delivered in Xhosa.
Lucia Luciano & Gizem Adiyaman
Lucia Luciano and Gizem Adiyaman are DJs who co-founded Hoe__mies, an event series centred around femxle & LGBTQI DJs and artists. Alongside this, they’ve also launched their own podcast, Realitäter*innen Podcast where they chair enlightening conversations with people of non-mainstream realities and identities discussing amongst other topics, masculinity, body positivity and self-determined sexuality. The duo also featured in SLEEK’s 10×10 music category.
Deb Never
Deb Never is a grunge rapper committed to promoting queer culture and LGBTQIA+ rights. Harnessing creative engineering as a social tool, she has helped to build a community school in the USA for children hailing from households dealing with financial hardship, which offers them a safe space to explore their own passions.
Batekoo
Batekoo is a collective-run platform that focuses on entertainment, culture and education. It supports BIPOC and LGBTQIA+ communities in Brazil, with particular attention placed on helping the younger generation. Batekoo offers a safe place for marginalised people to not only feel accepted but also have fun!
Keke
Musician, rapper and activist KeKe inspires others by sharing her struggles with eating disorders. KeKe, splits her time still works as a supervisor for people with disabilities.
Yazid Bezaz
Yazid Bezaz is a creative curator, music manager and co-founder of SOMNII, a music label that aims to bring Moroccan hip-hop and trap music to the global stage, promoting young artists. It’s not a coincidence that he was shot by Ismail Zaidy, the Moroccan photographer whose growing catalogue of work is establishing him not only as an artist of promise but of genuine pedigree.
Dreamer Boy
Dreamer Boy is the official moniker of the Washington-State-born singer and songwriter exploring the dynamics of the local youth culture and, in wider terms, the nuanced facets of human connection.
Talia Goddess
Talia Goddess is an eclectic multihyphenate operating primarily as a DJ, producer and model. She employs her creativity by supporting others through encouraging people to overcome the need to conform to stereotypes.
Akini Jing
Akini Jing is a Chinese rapper whose quasi-cyborg identity spurs her onto exploring the possibilities and being of humanoids, adopting the perspective of cyborgs. Not to be typecast, Akini Jing is also deeply committed to ecological and social sustainability.
Discover the SP21 collection on tommy.com, in Tommy Jeans stores and at selected wholesale partners.