TOMMY HILFIGER: WASTE NOTHING AND WELCOME ALL
WeAr interviewed Martijn Hagman, CEO Tommy Hil!ger Global & PVH Europe on his vision for denim, Tommy Hil!ger’s plans and strategies.
Please tell us about the current Tommy Hilfiger sustainable strategy for casual fabrics, but specifically denim.
Our vision is to create fashion that Wastes Nothing and Welcomes All, covering social and environmental sustainability, and we have set 24 initial targets focused on creating a fully circular and planet-sensitive fashion industry. Denim has always been an integral part of the Tommy Hil!ger brand heritage – Tommy started in the industry in the 60’s selling bell-bottoms from the back of a van. To this day, denim remains a staple in our consumers’ wardrobe, and our focus is on continuing to o"er on-trend designs and implement more sustainable production methods. This includes using post-consumer recycled cotton as well as lower-impact !nishes and fabrics.
How do you measure the impact of the positive changes you have been making, what are the results?
We are taking a holistic approach in the transition to more sustainable denim practices, emphasizing circularity and both innovative processes and materials. I’m proud to share that we are on track to exceed our 2025 initiatives ahead of deadline. For example, as of Fall 2021, 2.3 million pieces of denim contain a minimum of 20% post-consumer recycled cotton, nearly achieving our goal of 3 million pieces by 2025. While these are great achievements, they also challenge us to set more vigorous sustainability goals. We know there is more to do – and we are committed to doing it. Our 24 initial Waste Nothing and Welcome All targets are just the start. We will continue to build on our progress by updating our initiatives and innovating across the value chain.
What are your expectations from your denim suppliers? And what are the expectations the end-consumer has towards your final denim product?
Our suppliers are best-in-class and they are just as eager to help make a di"erence at scale in the industry. Their partnership is essential to our long-term sustainability vision and it is incredibly inspiring to be on this journey together, always learning and innovating as we go. The consumer is our reason for being, so we take their views and feedback very seriously. They expect industry change and look for products that are created in a socially and environmentally positive way. As a brand, it is our responsibility to drive this forward, without sacri!cing the quality, style and price point that our consumers are used to from us.
What are your future hopes and thoughts for the denim industry?
I would like to see more collaboration and accountability. We need partnerships both within and outside the fashion industry that place sustainability at the core. As leaders in the denim industry, we’re committed to building relationships that authentically embed planet-positive decisions at every level. Our involvement with the new Dutch Denim Deal as well as our partnership with the Ellen MacArthur Foundation demonstrate our commitment to drive meaningful and everlasting change. Only together can we work towards building a better fashion industry.