Cutting waste with digital technology
Tommy Hilfiger, the American fashion label headquartered in Amsterdam, is embracing 3D design. Starting with its 2022 apparel collections, it has committed to using the innovative technology to create, develop and sell sample items. This will reduce textile and paper waste, cut costs and decrease the time required to take products to market.
By 2021, most of Tommy Hilfiger’s apparel will not be physically made until it is either sold or debuts on the runway. The label is currently training its employees – including product developers, designers and patternmakers – to use 3D digital design technology. The firm has also said it is open to sharing the tech with other companies.
Digitally creating 60,000 products
Two years have already been dedicated to adopting digital design at Tommy Hilfiger. It’s owner, PVH, first created a digital pattern, fabric and colour asset library, providing its creative team with the virtual raw materials required for the product creation process. The label will use this library, along with its own in-house technology, to create all of its 60,000 product options in the future.
The label claims that clothing made through the new process is nearly indistinguishable from conventionally made pieces. PVH also believes the technology may eventually have other uses, including the personalisation of garments and the sale of digital clothing for use by online avatars.
Amsterdam: a fashion-forward city
Tommy Hilfiger is part of Amsterdam’s creative scene, which employs more than 200,000 people. The city is also home to the European headquarters of other apparel brands, including Calvin Klein and Patagonia, as well as many sustainable apparel designers and manufacturers. The Fashion for Good Museum, the world’s first museum dedicated to sustainable clothing, is also located in the city.
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