With sweatshirts on the rise, Tommy launches pieces with SpongeBob and Bugs

After an explosion in sweatshirt sales due to the “home-office effect”, the Tommy Hilfiger is releasing a collab in partnership with ViacomCBS Consumer Products and Warner Bros.

A collab, called “A Blast From The Past”, features several micro capsule collections that bring a fun atmosphere of streetwear with iconic 1990s and 2000s pop culture characters such as SpongeBob and Bugs Bunny.

(Tommy Hilfiger/Publishing)

The exclusive agreement was brokered by WildBrain CPLG, one of the world’s leading entertainment, sports and brand licensing agencies.

On a variety of sweatshirts and T-shirts, the garments are emblazoned with logos from Looney Tunes, Nickelodeon and MTV.

The collection, which is already available on the brand’s e-commerce, also features pieces by Beavis and Butt-Head; Garfield; Ren & Stimpy and Space Jam.

(Tommy Hilfiger/Publishing)

Sweatshirt sales increase 680%

A collab of Tommy comes at a time of unprecedented high in sales of sweaters by the brand. In the same hand that dress shirts are being less sought after, the pandemic and social isolation have made the consumption of comfortable clothes take off.

Since the beginning of this year, sales of sweats have grown 680% at Tommy Hilfiger. “We noticed this movement last year and, therefore, we invested a lot in the sweatshirt collection that we launched at the beginning of this year”, explains Paulo Matos, director of the brand’s Brazilian branch. “The search for more comfortable pieces is undeniably a little exaggerated, but it should continue at much higher levels than before the pandemic,” he says.

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With the increase in sales, Tommy started to offer a personalized service through WhatsApp, taking a suitcase of clothes to the customer’s home. The average ticket of those who buy through WhatsApp is 3 times higher than in the store, because when the customer receives the bag at home, he is already inclined to buy more”, says Matos.

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