Retail in Asia


Tommy Hilfiger partners with Asia-focused NGO Redress

Tommy Hilfiger

American fashion brand Tommy Hilfiger has joined forces with the Asia-focused environmental NGO Redress for the Redress Design Award 2024, recognised as the world’s leading sustainable fashion design competition.

The competition’s first prize winner, typically an up-and-coming fashion designer, will have the opportunity to join the Tommy Hilfiger design team, where they will contribute to a sustainable design project for retail while gaining valuable industry experience.

SEE ALSO: Redress founder Christina Dean wants to build an ecosystem for change in the fashion industry

A collection by Redress Design Award 2020’s first prize winner, Juliana Garcia Bello. Source: Redress

“As a small NGO with a mission to make fashion more circular, we sometimes feel like David facing Goliath,” says Christina Dean, founder of Redress. “However, we have never seen the fashion industry as an enemy. Collaboration has always been at the core of our approach, and we have built diverse partnerships with various fashion businesses. Our partnership with Tommy Hilfiger and PVH represents a significant advancement for Redress. We share similar goals, and Tommy Hilfiger is a globally recognised premium lifestyle brand that is loved by consumers and creatives.”

Last year, Tommy Hilfiger announced their “Waste Nothing and Welcome All” strategy, which Dean says aligns with Redress‘ focus areas. Tommy Hilfiger’s goal is to design all products following circular economy principles by 2030, and to continue diverting textile waste from landfills through take-back programmes.

Retail in Asia speaks to Maximilian Berleb, senior vice president for operations at Tommy Hilfiger Asia-Pacific, on the brand’s commitment to making fashion more sustainable and inclusive.

Pictured: Maximilian Berleb, senior vice-president, operations at Tommy Hilfiger Asia-Pacific; Christina Dean, founder, Redress; and Nissa Cornish, executive director, Redress. Source: Redress
RiA: Can you share why Tommy Hilfiger have chosen to collaborate with Redress this year?

Maximilian Berleb: Our sustainability vision, Tommy for Tomorrow, revolves around the principles of Waste Nothing and Welcome All. We believe in engaging all designers in the journey towards circular design to minimise waste and environmental impacts in fashion.

Tommy Hilfiger has a history of collaborating with circularity industry leaders, such as the Ellen MacArthur Foundation. We already have an existing partnership with Redress through a take-back program in our Tommy Hilfiger stores in Hong Kong, and we are excited to expand this collaboration by sponsoring the Redress Design Award this year.

RiA: Can you share what the partnership with Redress entails, and how you think the partnership can make a difference not just for the winners, but for the Tommy Hilfiger brand?

Berleb: As the Exclusive Fashion Sponsor for the 2024 Redress Design Award, we will collaborate with Redress on educational resources for circular design and participate in the judging process. We will also have the opportunity to engage with the semi-finalists and finalists.

The winner of the award will have the chance to work with the Tommy Hilfiger team on a project basis. Supporting emerging design talent, contributing to circular design education, and promoting circular design to a wider audience align well with our brand goals.

Tommy Hilfiger’s pre-spring 2024 campaign. Source: Tommy Hilfiger

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RiA: Apart from the collaboration, can you tell us a bit about some of your other initiatives to promote sustainability and circularity within the company?

Berleb: Education is a key focus for us. We have established guidelines such as Sustainable Product Guidelines and a Circular Design Framework. We also provide training on sustainable materials and product knowledge to our retail associates across the region.

RiA: What are some of your other priorities within your remit for 2024?

Berleb: In 2024, we will continue to focus on sustainable materials and packaging, enhance our traceability capabilities, and reduce our emissions impact. We aim to stay ahead of regulatory requirements in the ever-changing landscape of sustainability.