Music Artist Myke Towers is PUMA’s First Global Motorsport Lifestyle Ambassador

PUMA has signed music artist Myke Towers as its first official Motorsport Lifestyle Ambassador, who will combine the worlds of music and car culture.

The 28-year-old Puerto Rican is a multi-platinum selling music artist and also the first lifestyle ambassador to sign a global deal with PUMA Motorsport to focus on streetwear and car culture. He was nominated for the Latin GRAMMY® Awards, named “New Artist of the Year” at the 2021 Latin Billboard Music Awards and his music video Si Se Da Remix has been streamed close to a billion times. Towers has over 4 billion streams to date and his best performing single Si Se Da (Remix) together with Farruko, Arcangel, Sech & Zion has accrued  almost 1 billion times on YouTube.

Myke will work with PUMA on content creation, marketing campaigns and other projects which fuse music, fashion and car lifestyle.

adidas and Beyoncé Announce Iconic Partnership

Beyoncé and adidas come together with a shared respect for and commitment to creativity, and the belief that through sport, we have the power to change lives.  This unique relationship aligns both parties around a set of core principles including the importance of women in leadership, shared ownership, empowerment and collaboration. Beyoncé will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch Ivy Park with adidas.

Beyoncé and adidas are natural partners, both with a deep respect for and commitment to creativity, equity and creators. Neither ascribes to the typical stereotypes of athletes and what athleisure clothing and footwear should be, and instead, will bring to life a shared vision of inclusion that will forever alter the opportunities and landscape for all.

The partnership will result in the co-creation of exciting new products – from performance to lifestyle – and a unique purpose-driven program focused on empowering and enabling the next generation of athletes, creators and leaders. Meaningful and rich storytelling will be the foundation for both Beyoncé’s collection with adidas as well as the re-launch of her Ivy Park brand. This partnership respects Beyoncé’s ownership of her company which continues her journey as one of the first black women to be the sole owner of an athleisure brand.

Reyka Vodka - Iceland’s Award-Winning Vodka Is Now Available in South Africa.

Living in a place like Iceland, gives one an interesting view of the world. It’s a beautiful place, but it’s also rugged and provocative. It requires its people to live creatively and take an inventive approach. And so when it comes to making vodka, Reyka followed this path. You can see it in their unique distillation method and innovative process. And you can surely taste it in the distinctive flavour of Reyka’s award-winning vodka.

A product of Borganes, a small village steeped in Viking history, Reyka Vodka is hand crafted in preciously small batches in Iceland’s first vodka distillery.  Hailing from a land of fire and ice, Reyka makes the most of Iceland’s resources – using nearby glacier spring water and lava rocks as a natural filtration system.   On top of that, the distillery is also powered by geo-thermal energy from nearby hot springs. This gives every drop of Reyka its smooth taste and silky finish.

Reyka’s hand crafted process takes about 6 hours to produce a small batch of only 1,000 litres of vodka, using one of the only Carter-Head Stills in the world - and the only one that is used to make vodka. This precious spirit is then analysed by the Master Distiller to ensure each and every bottle retains the highest of high quality. 

Reyka made its debut in Iceland in 2005, when William Grant and Sons set out to make the cleanest and smoothest vodka in the world.  It has developed an exceptional taste reputation internationally; in 2011 Reyka was awarded the Vodka Trophy at the International Wine and Spirit Competition (IWSC) and in 2013, the Gold Medal in the San Francisco World Spirits Competition and ‘Very good—Strong recommendation’ at the Ultimate Spirits Challenge.

With a taste described as exceptionally smooth and rounded with a soft natural sweetness and a slight hint of wild fruits, Reyka Vodka is now available at leading liquor stores. Bottled at 43% ABV, RRSP R299.95. 

Floss like a boss with Sunstar GUM

September is National Oral Health Month, and Sunstar GUM will be sharing how to floss like a boss, as recommended by dental professionals. Cleaning in-between can be quick and easy with the right tools and know-how.

Sunstar GUM has created a brand-new series of short videos (+/- 30 seconds each) demonstrating how to ‘floss like a boss’ – even if you have implants, braces or don’t like floss. The videos are live on www.ivohealth.co.za/FlossLikeABoss

Check Out The Levi’s® Orange Tab Collection Campaign Featuring Sydney & Will

First used on a line of affordable slim-fitting jeans, jackets and shirts, Levi's® Orange Tab symbolized style and youth during the counterculture of the 1960s.

Embracing this past and reinterpreting it for the youth of today, Levi's® South Africa chose Sydney Davy and William Kuna as the fresh, local faces for the new Levi's® Orange Tab Collection campaign. Sydney is a model and make-up artist and William is a DJ, producer, model and fashion design student.

Orange Tab 2017 features vintage-inspired finishes along with updated fits and fabrics. A new addition to the bottoms range is a Vintage Kick Flare and a zip front skirt with design features such as patch pockets and additional belt loops. Men’s and women’s tee’s feature Levi's® logos and prints pulled right from the Orange Tab Archives, while the iconic Trucker gets some Orange Tab touches in the form of Arcuate pockets and zip fronts.

Introducing the next generation of MONOPOLY tokens that are set to ‘pass GO’!

Hasbro has announced the winning tokens from the MONOPOLY Token Madness Vote. Fans across the globe have spoken, and the eight tokens set to ‘pass GO’ in the next generation of the MONOPOLY game are the Scottie dog, top hat, car, battleship, cat, T-rex, rubber ducky, and penguin tokens. 

The vote, which kicked off on the 10th of January and ran until the 31st of January, offered the public an opportunity to select their favourite eight tokens from 64 possible options. This monumental MONOPOLY campaign drew more than 4.3 million votes, empowering fans to make their mark on the iconic game.

The new, fan-picked lineup of MONOPOLY Tokens includes:

·         Scottie Dog Token: The best friend of Mr. MONOPOLY since the 1950s, the Scottie Dog token proved its popularity by receiving the most votes – making it the overall first place winner.

·         T-Rex Token: The mighty T-Rex token stomped its way into the new game, garnering the second most overall votes and making history as the first dinosaur token of Mr. MONOPOLY.

·         Top Hat Token: Coming in third place in overall votes, the Top Hat token – a staple in the game since 1935 – will keep Mr. MONOPOLY looking dapper well into the future.

·         Car Token: This 1930s roadster will continue fueling adrenaline rushes for Mr. MONOPOLY in the next generation of the game; coming in fourth place in overall votes.

·         Rubber Ducky Token: Coming in fifth in overall votes, the new Rubber Ducky token is truly all its “quacked” up to be.

·         Cat Token: Fans voted the Cat token into the game in 2013, and she clawed her way back in as one of the eight winning tokens, coming in sixth place in overall votes.

·         Penguin Token: Waddling into the game in seventh place in overall votes, the Penguin token is the new style muse for Mr. MONOPOLY.

·         Battleship Token: The beloved Battleship token represents the first round-the-world trip for Mr. MONOPOLY; securing the eighth spot in overall votes, this token’s legacy will cruise into the next generation of the game.

The next generation of the MONOPOLY game will be available for purchase this August, but you don’t need to wait until then to get in on the MONOPOLY game play. You can pick up the MONOPOLY Token Madness edition or localised MONOPOLY Mzansi edition at your nearest retailer.

Interesting Experiment Reveals That Cucumbers Are Highly Sensitive To Sound, Scent And Touch

Hendrick’s Gin has conducted a somewhat unorthodox, but genuinely scientific experiment with cucumber scientist Graham Brown of the University of Sydney to quantify the true sensitivity of cucumbers. The results from the study are astonishing. Exhibiting traits usually associated with sentient beings, cucumbers show undeniably impressive abilities for reacting to outside stimuli, and grow larger and juicier as a result of unconventional caring methods, indicating they are acutely aware of their surroundings.

Hendrick’s Gin is now inviting budding botanists to join in a global experiment to cultivate the most flavoursome cucumber, taking inspiration from the avant-garde caring techniques used by Graham, in time for World Cucumber Day on June 14.

Music appreciation

As they grew from blind seedling to majestic maturity, three groups of cucumbers were exposed to a particular genre of music: classical, jazz or rock, using a CD boombox at maximum volume. A fourth group sat in uncomfortable silence.

The cucumbers that listened to rock produced measurably larger, better-tasting fruits, cylindrical in shape, with no curving and smooth dark green skin. In stark contrast the jazz plants showed disdain for their music by producing malformed fruits with curved and pointed edges. The plants exposed to classical melodies displayed a tangible fondness for it, growing healthy and shiny skinned after listening to Beethoven and Bach.

Favoured perfumes

Not only do cucumbers love music, but they also show preferences for certain scents, despite having no conventional sensory receptors associated with smell (AKA a nose). Growing specimens were divided into three groups, one spritzed with dill, another with sage and the final group was left scent free.

After snacking upon the subjects, it was observed that those spritzed with dill were the tastiest, while sage made them bitter, perhaps indicating that cucumbers derive some type of satisfaction from pickling.

Cucumber swaddling

The final test saw subjects bundled into tiny sleeping bags for added protection and comfort, resulting in their skin growing softer and lighter, and their flesh sweeter compared to those left naked and exposed.

Graham explains: “It would appear that by protecting the growing skin from the drying atmosphere and light, the fruits are tender and sweeter.”

Furthermore, the humble green fruits use a developed sense of touch to help them grow, using their tendrils to feel and reach for surfaces to hold onto for support, particularly at night. It seems they are aware of their surroundings and can sense objects nearby.

You can now put Graham’s findings to the test, and probe their own imaginative hypotheses by singing to the fruits as they grow or reading the young seedlings classical literature at night time. By cultivating and pampering your own cucumbers, you will participate in celebrating World Cucumber Day (an annual celebration inviting people to embrace the unusual in honour of the remarkable and virtuous green fruit)!

Duncan McRae, Hendrick’s Gin Global Ambassador, says: “We have always held the cucumber in the highest regard – our gin is infused with cucumber and rose, after all. So we are delighted to invite individuals, who share our dark passion for the green fruit, to join our voyage of discovery. We bid people everywhere to uncover the true extent of its sensitivity, by growing or adopting one themselves and devising their own experimentations to satisfy their own natural curiosity.

“We hope all our gardeners form extraordinary bonds with their cucumber as they tend to it in the most imaginative of fashions, and that they are sure to take notes on the cucumber’s responses. To assure scientific objectivity, we’ll be inviting everyone to taste their results by way of a special Hendrick’s & tonic on World Cucumber Day.”

For those with limited time, help is quite literally at hand via the Hendrick’s Cucumber Adoption Service. This novel technology evokes memories of the 90s Japanese digital pets, but with a refreshing horticulturalist twist. Over three months, green-fingered adopters will be able to plant, nurture and harvest a cucumber via Facebook. Throughout the nurturing period, the Hendrick’s Cucumber Adoption Service will send photos and videos of the plants to their proud owners and impart stimulating cucumber wisdom and trivia to enthrall and entertain.

To be part of the World Cucumber Day experiment and grow or adopt a cucumber visit www.WorldCucumberDayExperiment.com  

G-Star RAW Re-opens Their V&A Waterfront Store

Fashion and music collided with cutting-edge denim last week Thursday (10 November 2016) as Cape Townians celebrated the re-opening of the G-Star RAW V&A Waterfront Store. In celebration of the completely refurbished G-Star store, the denim innovation brand hosted an official launch party which provided the perfect platform to execute the ‘Patch Your Jeans’ activation that the brand is currently implementing nationally.

Located in the heart of V&A Waterfront, G-Star RAW V&A Waterfront is a visually impressive conceptual space that exemplifies the brands industrial DNA through design functionality and denim craftsmanship. The event kicked off with an intimate set by DJ Mizz which set the mood for the evening. TV & Radio personality, DJ Loyd, took it to the next level with his soulful sounds that had attendees singing and dancing while enjoying RAW inspired refreshments.

Aithor Throup Joins G-STAR RAW As Executive Creative Director

Following three successful years as a creative consultant to the brand, G-Star RAW is proud to welcome Aitor Throup as its Executive Creative Director.

Since 2013, Throup has worked with G-Star on a range of projects. As well as developing new approaches to 3D denim design, such as the recently revealed 'Staq' 3D jeans, Throup was also involved in the development and concept behind London’s Oxford Street flagship. The recent 'What is RAW?' global advertising campaign was also art directed by Throup, making his transition from consultant to Creative Director an organic one.

In June of this year, the artist and designer launched his first collection for G-Star during Paris Men’s Fashion Week titled RAW Research, which was born out of G-Star’s internal innovation laboratory. Initiated and led by Throup, the lab is located at the brand’s HQ in Amsterdam - the soon-to-be hometown of the currently London-based designer. Together with his multi-disciplinary studio, 'A.T. Studio’ in London, Throup will continue to direct and develop his established menswear brand ‘New Object Research’.

There is a natural connection between G-Star and Throup as they share a design ethos that is rooted in innovation and identified by 3D construction. “It was this shared philosophy that initially drew me to the brand,” says Throup. "When I first met with G-Star, I was struck by the product-focused DNA and conceptual approach to design.” Throup’s suitability to communicate the brand ethos through continued 3D experimentation and construction is undeniable, and G-Star is looking forward to pursuing new realms of denim innovation together.”

Black Coffee Signs His First South African Residency For Summer 2016 at Shimmy Beach Club

Cape Town’s hottest lifestyle destination, Shimmy Beach Club, has signed a new resident DJ for Friday nights throughout the 2016 summer season. Multi-award winning DJ and Producer, Black Coffee, will be hitting the decks live at Shimmy Beach Club, starting on Friday, 9 December 2016.

Voted as Cape Town’s hottest Club by Zomato, Shimmy Beach Club is headed by Group CEO Nicky van der Walt. This premier party venue balances the style of international party life and the laid-back atmosphere of Cape Town, making it a stylish venue to rival Ibiza’s beach club scenes.

Arguably the most prominent house music producer in Africa, Durban born Nkosinathi Maphumulo

known as Black Coffee, has released five albums under his record label, Soulistic Music. He was awarded a BET award for Best International Act: In Africa this year. In 2007, he became a household name in the SA DJ scene, firing up floors with his tribally infectious, vocal-laced beats. Additionally, he recently won 4 awards at the South African Music Awards (SAMA) including Album of the Year, Best Dance Album, Best Engineered Album and the International Achievement Award. In 2015 he was also awarded “Breakthrough DJ of the Year” in Ibiza and has been nominated again this year in the “Deep House” category for the 2016 DJ Awards.

Black Coffee’s penchant for true Afropolitan house: home-brewed but fresh and future-focused. The global superstar believes that the use of live instruments in a song is very important, as it brings the track to life. His fifth album, “Pieces Of Me” and the debut single “We Dance Again” (featuring vocalist Nakhane Toure) triumphantly hit the number 1 spot on iTunes and the album went on to reach double platinum status within 3 months of release.

Tickets will be available via shimmy.nutickets.co.za soon.

General Access: R175 p/p

VIP: R275 p/p (includes access to a private bar with limited seating)

To book VIP table bookings email tickets@shimmybeachclub.co.za or call 021 200 7778. The closest parking lot to Shimmy Beach Club is The Clock Tower parking, V&A Waterfront, with Shimmy shuttles running frequently between the venue and the parking. It is however recommended that partygoers make use of a reliable taxi service.

Ten Year Old Blogger Wins National 2016 Ackermans Style Squad Competition

Ten year old Luzuko Banda (aka “Zuko”) of Germiston had his creativity well rewarded when he was selected as the winner of the 2016 Ackermans Style Squad competition. He was chosen from 20 finalists from across South Africa who shared their love for fashion in the value retailer’s annual competition for 9 to 14 year olds.

The Style Squad participants received Ackermans vouchers to spend on creating outfits for the nine fashion related challenges they had to complete and share in their blog posts on the Ackermans website. They also received an iPad mini and data to use for their monthly blog posts that showed other kids and their parents how to be on-trend without breaking the bank.

“Zuko has such great confidence and style. He really impressed the judges in the Fashion DIY activity with how he transformed his merchandise into something extraordinary, trendy and unique. He could take items and make them his own through styling and accessorising. His blogs were well written, easy to relate to and fun to read. He put a great deal of effort into every activity,” says Tanya Ruiters, Marketing Specialist of Ackermans and Project Manager for Style Squad.

Zuko won R15 000 cash as well as a R15 000 educational policy to further his studies. Over the past 12 months, he has also been given R2 250 worth of Ackermans vouchers, an iPad mini and 24GB of data. His prize was handed over on Wednesday, 24 August at Freeway Park Primary in Boksburg, where he goes to school.

Ackermans will once again give fashion savvy South African kids a chance to show their style and creativity with the 2017 Style Squad competition, where they can win their share of R250 000’s worth of prizes. The 2017 Style Squad entry details will be uploaded on the Ackermans website on 1 September 2016.

G-Star RAW and Eva Shaw Collaborates On Limited Edition Sunglasses

International DJ/producer, Eva Shaw has joined forces with G-Star RAW for a special limited edition pair of sunglasses: The Big Booler Wilton.

Always on the lookout for strong leaders, Shaw immediately stood out to G-Star as a pioneer in the male-dominated Dance Music industry. Eva has a natural affinity with fashion as former model, making her decision to collaborate with the denim brand a natural one.

Only 700 of the standout circular sunglasses were produced for the collaboration, and each pair has been engraved with a unique number. Based on their iconic Fat Wilton style, this special edition iteration has been reworked with a slightly larger front and green-colored mirrored lenses.

The Fat Wilton blend features distinct to all G-Star Eyewear – from the straight-cut lenses (inspired by original aviator goggles that were made from everyday glass), to the industrial-screw shaped hinges – with several new additions from Eva. She chose to complement the green lenses with semi-transparent frames in smoke green. Eva also put her own spin on the style with solid white temple tips and solid white inner rims. The result is a pair of round reflective shades with a modern meets retro edge.

In addition, the Big Booler Wilton comes complete with a white leather cord attached to its frame. When stowed away in its sleek white case, this special edition style – complete with its multitasking cord – even doubles as a clutch.

The special edition G-Star x Eva Shaw sunglasses are available at selected G-Star stores and online.

DFF Mentors Young Designer Hopefuls

The Durban Fashion Fair (DFF) Mentorship Programme is gathering momentum as 21 young designers (from around the eThekwini Municipality) strive to learn all they can about the world of fashion. 

The DFF is a proudly eThekwini Municipality initiative developed to grow the fashion industry in the city and to create employment and entrepreneurship opportunities. Scores of young designers put their names forward in November last year and 21 were chosen to take part in the programme. This includes working closely with some of the city’s top fashion gurus as well as their fellow designers.

The interns, who range in age from 23 to 35, are all currently working in the fashion industry. Selection was based on three pillars – creativity (which was judged on story boards), garment construction as well as business acumen (a traceable client base, business plan and business skills).

All the interns from this year will also see their work on the ramp at the Durban Fashion Fair later this year as well as some of them will be showcasing for the first time to the city’s fashionistas as well as buyers, suppliers and industry leaders and media all under one roof. According to Sindi Shangase, the Programme Manager for the Business Support Tourism and Markets Unit who has driven the DFF since inception in 2012, the mentorship programme is intended to train enterprising young designers in all aspects of the fashion business and prepare them and their collections for the DFF.

Programme mentors are G & D Apparel’s, Greg Wallis and respected Durban based designer, Terrence Bray. Bray will assist with orientation, choice of textiles, collection design and styling amongst other clothing related matters. Wallis will not only guide interns on orientation and textile selection but provide valuable information on manufacturing, brand management, costing and entering the world of retail. Guest lecturers from the industry will be invited to take turns in assisting in the development of these mentees.

The current interns are provided with different design briefs and assignments each week. They work in teams, selecting a team leader and critting each other’s work. They are also taught to build collections from start to finish. Additional modules will show these aspiring designers how to run their own successful businesses. When the programme concludes, one of these intern designers will receive a recognition award during the Durban Fashion Fair Awards on Saturday, September 3rd at the Inkosi Chief Albert Luthuli International Convention Centre.

Over and above the mentorship programme, Woolworths South Africa have also come on board as a sponsor and will be providing the mentees with an additional challenge to form part of their curriculum. Winners of this particular challenge will be announced on Saturday, September 3rd at the Durban Fashion Fair Recognition Awards event.

The DFF will include 16 shows that will take place at the Durban Exhibition Centre from Wednesday, August 31st to Friday, September 2nd.

Tickets will be on sale at Computicket from Monday, August 1st. Prices range from R100 per person per show with students at R50 per student per show. Prices for the Awards show will cost R200 per person and students R100 per person.

adidas and Kanye West Take Their Partnership to New Heights

Yesterday, adidas and Kanye West made history with the launch of adidas + KANYE WEST, a YEEZY branded entity creating footwear, apparel and accessories for all genders across street and sport.

Recognising the influence, success and global brand power that began almost two years ago with YEEZY for adidas Originals, the unprecedented new alliance makes history as the most significant partnership ever created between a non-athlete and an athletic brand. It will redefine the future, uniting adidas’ technical, innovative expertise and capabilities with the visionary imagination of West.

Together with Kanye West, a dedicated adidas team will lead the development and creation of all YEEZY products. The team will manage and oversee the collaboration to assure its continued success globally. The expansion plan includes retail stores that will serve as distinct hubs for adidas and West developed YEEZY product. Further, adidas + KANYE WEST will extend beyond its current lifestyle focus, with the introduction of performance-intended designs, consequently offering options for both sport and street.

We can’t wait to see the next YEEZY products that adidas and Kanye will create!

NIKEiD Launches Today in South Africa

Nike.com and NikeiD is launching today in South Africa, providing a ’24-hour-a-day store’ where we can shop Nike apparel, footwear and Nike+ services.

• Nike.com will offer Nike+ services including Nike+, NTC (Nike+ Training Club), NRC (Nike+ Run Club), and local insights into an active lifestyle from Nike’s running trainers.
• NikeiD will enable you to customise clothing, shoes, and accessories purchased through Nike.com.

Get ready to shop Nike products and to customise your favourite sneakers on Nike.com.

G-Star RAW: Celebrating 20 Years of Iconic Style in Cape Town

Last week Thursday (19 May 2016), fashion insiders, media and celebrities, converged at Arcade Café to celebrate the 20^th anniversary of the iconic G-Star Elwood 5620 jeans. The original 3D constructed denim by G-Star RAW was introduced in 1996, invented by Head Designer Pierre Morisset after finding inspiration from a passing motorcyclist in the South of France.

Fusing high-level craftsmanship with street level edge, the event was themed to suit G-Star’s positioning of raw, untreated denim as a wearable and desirable material. Presented through an installation with product hanging from the ceiling and displayed on light-up plinths, G-Star showcased the recently launched Footwear collection and apparel highlights. Including their next generation of 3D denim called the Staq (a hybrid of classic jeans and traditional chinos with an engineered stacking effect through unique internal tape system) and Pouch (utility inspired detail translated into a contemporary feminine hybrid - purse’n pants).

Entertainment was provided by the renowned GQOM music jock, DJ Lag, while Timo ODV ensured that guests had something to sing along to during his mind-blowing performance. Guest were treated to Arcade inspired canapes, which were nicely paired with Jack Daniels’ cocktails. Celebrities and influencers in attendance included; Katlego Maboe, Locnville, Chad Saaiman, Rosette Ncwana, Jade Hubner, Sechaba G, Khanya Siyego, Danillo Acquisto, Trevor Stuurman and Anelisa Mangcu.

The G-Star Elwood 5620 represents the core of the brand’s DNA, a symbol of innovation as the first design using the 3D Denim method of construction. Despite evolving with time to become one of the most recognized denim designs of today, the G-Star Elwood 5620 has retained the five key elements that make it instantly identifiable – its knee patches, 3D shaping knee darts, saddle patch, heel guards, and slanted thigh seams.

The G-Star Elwood, is available in G-Star stores and online at g-star.com. 

Call It Spring 2016 Collection Is Now Available On Zando

Zando joins forces with the ultimate shoe, handbag and accessories destination – the ever so coveted and internationally defined, Call It Spring. Strong in their Canadian roots, this fashion forward variety reflects up-to-the-minute trends with price-tags accessible to all.

Call It Spring whimsically slices through the market with its eternally youthful charisma and charming edge. This guy or gal is careful to remain playful yet distinctive and never predicable. The moto ‘Stand OUT while fitting IN.’

Envisaged through transnational runway flair with a contemporary twist, the Call It Spring 2016 Collection may be defined by two seasonal ‘must haves’ and three key themes which include:

• Polished Punk - black leather and metallic detail.
• Modern Vintage – an eclectic mix of exotic prints, folksy hues and worldly embellishment.
• Wild Kingdom – faux-fur lining and corset lacing, darker florals and shiny foils.

You can shop the Call It Spring 2016 Collection at Zando.co.za, with product prices ranging between R349.00 – R1149.00.

Introducing The New Dynamic Stretch Denim For Men And Women By Hilfiger Denim

Tommy Hilfiger recently launched the Hilfiger Denim advertising campaign “An Island State of Mind”, which brings a laid-back island vibe to the urban concrete jungle. Contemporary city life gets an unexpected overhaul that’s playful, dynamic and optimistic – it’s a celebration of the brand’s fresh take on iconic denim classics with a spirited, edgy attitude that’s uniquely Hilfiger Denim. The campaign features millennial models & influencers including Hailey Baldwin, Immy Waterhouse, Luka Sabbat, Sang Woo Kim and David Bywater.

As part of the campaign, the Hilfiger Denim collection includes the new Dynamic Stretch denim for men and women. The innovative fabric has an 80 per cent stretch factor and a high-recovery finish, ensuring it retains its second-skin fit without losing elasticity – even after prolonged wear. The super-stretch fabric uses a high content of elastane to provide an incredible ease of motion and superior comfort, without losing its authentic denim look. It is supportive without being restrictive and allows for effortless movability.

The Dynamic Stretch women’s collection includes a skinny silhouette in low, mid, high and ultra-high-rise options in a variety of washes and rinses. The palette features light, mid and dark denim; black, white, pale blue and royal blue, while select styles feature destructed finishes and bleached whisker details.

The men’s Dynamic Stretch collection features a super-stretch skinny silhouette and a slim silhouette in washed gray-black, rinse-washed black and vintage light, mid and dark blues. Select styles are finished with random bleaching, 3D whiskers and scraped hemlines.

The Dynamic Stretch styles will be available this season at Tommy Hilifger standalone stores in Sandton & Cape Town as well as Stuttafords stores nationwide.