Streetwear aficionados are some of the most honest consumers fashion knows—hyper-informed, uncompromising in their pursuit of rare pieces and possessing a knack for smelling a fad, when it comes to covetable collaborations their seal of approval serves as the gold-standard for success. Few brands have been able to capture the streetwear zeitgeist over a sustained period quite like Tommy Hilfiger.
The brand’s latest endeavour comes in the form of the Tommy Drop Shop: a project with collaboration and youth at its heart. They’ve partnered up with Sports Banger, Studio Zome and Berlin-based creative director, graphic designer, and illustrator Mago Dovjenko to release limited-edition unisex pieces via a virtual drop schedule.
The pieces that Dovjenko has created for the collaboration celebrate a ‘freestyle’ approach to design—repackaging the infamous Hilfiger flag into his free-flowing signature style. The T-shirt and hoodies feature psychedelic motifs and graffiti-style art, which incorporate together in the graphic of an oversized smiling heart.
This freestyle-led approach to creation has been a part of Mago’s expression from his early years. Aged 12, his curiosity would lead him to download free-trial versions of Photoshop and experiment with its functions, creating simply for the sake of pure artistic expression. Two years later, he would receive his first commissioned jobs to produce artwork and the process of blending his passion and profession has continued ever since.
In some respects, the collaboration represents a full-circle moment for Mago who remembers growing up in the 90s wearing the brand’s logo shirts to now designing for them. He marvels at the freedom offered through the Drop Shop to execute his “own vision and style”. Given streetwear’s intrinsic bond with the art scene, it should come as no surprise that Tommy Hilfiger wanted to afford artists a platform to express themselves.
Streetwear has firmly embedded itself into the fabric of pop culture and has adapted as society has shifted into the digital era. Tommy Hilfiger noted that “pop culture has infused everything we’ve done for over 35 years”. As the Tommy Drop Shop opens its virtual doors—you’ll be spoiled for choice when it comes to “must-cop” designs—just make sure you’re quick about getting them through the checkout… they won’t be around for long.
Explore the Mago Dovjenko x Tommy Drop Shop collection below:
Tommy Drop Shop x Mago Dovjenko is exclusively available on tommy.com from 17 December 2020.
Also available at Tommy’s Drop Shop are collaborations with Sports Banger and Studio Zome’s Toby Evans.
Credits:
Photography: Emil Levy
Styling: Jan-Michael Quammie
Talents: Cheyenne Tulsa and Badchieff
Hari and Make-Up: Paloma Brytscha