The first release of Tommy's Drop Shop

For its latest project, Tommy Hilfiger has decided to bet on the talent of three emerging designers. The first Tommy’s Drop Shop release features three micro-capsules co-designed by three uniquely avant-garde collaborators: Jonny Banger, Mago Dovjenko and Toby Evans. Only 500 units will be available in each style as Tommy’s Drop Shop aims to encourage the continual discovery of creatives, their communities and artistic talents. 

Tommy’s Drop Shop is Tommy Hilfiger’s newest platform for creators from all areas of the pop culture community to collaborate on lightning-quick, limited-edition releases. Each drop will offer gender-neutral hoodies and T-shirts made from 100% organic cotton or recycled cotton, building on the brand’s mission towards sustainability. Creative collaboration has always been at the heart of Tommy Hilfiger, and over the last five years, the brand has fused this with a See Now, Buy Now mentality. Tommy’s Drop Shop combines the best of these approaches with a new level of speed and energy. 

DROP 1.1 highlights Sports Banger, the independent, British lifestyle brand founded in 2013 by Jonny Banger. The unisex sportswear line explores British culture and translates it into provocative products and experiences. In his Tommy’s Drop Shop designs, Banger flips the TOMMY JEANS flag on its head; channels an old rave flyer; and reinterprets an iconic TOMMY HILFIGER pair of blue and red gloves worn by R&B musician, Aaliyah. 

DROP 1.3 styles were designed by London-based Toby Evans, founder of Studio Zome. Known for his distinctive approach to design, Evans has worked with a range of industry-defying brands, platforms and artists. In his Tommy’s Drop Shop designs, Evans boldly reinterprets TOMMY HILFIGER’s iconic aesthetic and brand codes. His T-shirt and hoodie tell a story of what paths Mr Tommy Hilfiger may have pursued in a parallel universe, had he not become a fashion designer. 

DROP 1.2 is designed by Berlin-based Mago Dovjenko, a creative director, graphic designer, illustrator, digital influencer and event host. Dovjenko began his career producing surrealist drawings, which were first recognized and esteemed by global brands when he was only 14 years old. In his Tommy’s Drop Shop pieces, Dovjenko celebrated spontaneous self-expression by ‘freestyling’ in his design process and deconstructing the iconic TOMMY HILFIGER flag. His T-shirt and hoodie feature psychedelic and graffiti-style art, including a lava lamp-inspired, oversized smiling heart. Dovjenko tells us below where he finds inspiration and how this collaboration came about. 

Can you start by telling us who you are, where you are from and what you do?

I am Mago Dovjenko, originally from Chechnya, raised in Cologne and living in Berlin working as an Artist and Creative Director.

How did you become an Artist?

I was always drawing as a kid but I really started when I was 12 and downloaded photoshop trial, after that, I just couldn’t let go of designing anymore. When I was 14 I was getting my first big freelance Jobs so I decided to keep on working on my skills as I felt I found my passion and profession.

What has been the most defining moment of your career to date?

Probably when I went to NY for the first time and Painted my first Mural there as well at minus 20 degrees celsius for 2 weeks, that was crazy.

What is your earliest memory of Tommy Hilfiger?

I remember wearing the logo shirts when I was a kid in the late 90s!

What excites you most about this project?

That I had the freedom to create in my own vision and style! I love when a Brand is brave enough to let me go with my vision without knowing where it’s really going before. I really like the outcome :).

How did you create these particular designs?

On the flag, I did what I love a lot - deconstructing logos and putting them back together in my Style with a special twist. On the other one I didn’t really know where it’s going before, I just freestyled!

What inspired you to take part in Tommy’s Drop Shop?

I have always been a fan of the brand and the iconic CI, so it was a huge pleasure to accept when I got asked to participate! 

Tommy's Drop Shop's first release is available from today on tommy.com.