Tommy Hilfiger launches circular programme in Amsterdam

A pioneer of sustainable fashion in Amsterdam

Tommy Hilifiger is piloting a new circular programme in Amsterdam. Tommy for Life will see people send the firm their used or damaged Tommy Hilfiger and Tommy Jeans garments to either fix, ‘remix’ or recycle. Any limited-edition creations will then be resold exclusively at tommyforlife.com. With its European headquarters in Amsterdam, Tommy Hilfiger will first pilot the new initiative in the Netherlands before rolling it out to other European markets in 2021.

The Tommy for Life programme has been divided into three product lines. ‘Reloved’ involves used clothing traded-in by consumers. ‘Refreshed’ is about restored items from store and e-commerce returns. ‘Remixed’ takes apart products beyond repair to create new designs. As of now, customers are invited to send in their pre-loved and damaged Tommy pieces either in store or via mail in exchange for discount vouchers.

Tommy for Life is part of the brand’s new supply chain wide sustainability programme, Make it Possible, which is formulated to help the company achieve its goal for 2030 in making apparel that “wastes nothing and welcomes all.” This larger programme receives support from parent company PVH’s Forward Fashion initiative. By concentrating on 15 priorities designed to eliminate negative environmental impact and increase positive impact, it aims to improve the lives of more than one million people.

The Renewal Workshop as partner

The Renewal Workshop will serve as partner for the Tommy for Life programme. Located in Amsterdam Noord, this circular solutions business will sort, clean, repair and – if beyond repair – remix the donated items. If any of the clothing is beyond even ‘remixing’, then these items will be recycled into yarns or repurposed into other products such as insulation. The company has also just released a new report, Leading Circular, based on their earlier experiences working with partners in the textile and apparel industries seeking to embrace circular business models.

Amsterdam as sustainable fashion hub

The Dutch capital is home to a diverse and growing sustainable style scene. The digital fashion sector, which includes players like The Fabricant and Lalaland, has been making waves by offering virtual clothing that prevents the need for wasteful samples and returns. Many brands, including Tommy Hilfiger, are embracing this technology as they pursue sustainability goals.

Fashion education in the city also has an eco-centric focus. Students at the Amsterdam Fashion Institute follow a curriculum that emphasises sustainability while Fashion for Good runs an accelerator programme for entrepreneurs focused on making the sector greener. 

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