Martijn Hagman, the Chief Executive Officer of Tommy Hilfiger Global and PVH Europe, is steering the iconic fashion brand toward a sustainable future. Armed with a background in Business Economics and extensive experience as a Dutch Certified Auditor and a CPA, Hagman is at the forefront of Tommy Hilfiger’s commitment to environmental responsibility and inclusivity. In an exclusive interview with Gulf Business, Hagman sheds light on the brand’s bold sustainability program, “Make it Possible,” and the strides Tommy Hilfiger is making in the realm of circular fashion.
Sustainability as a Core Value:
For Tommy Hilfiger, sustainability is not merely a trend but a fundamental aspect of its identity. Hagman emphasizes that sustainability is at the core of the brand, with dedicated efforts to create fashion that “Wastes Nothing and Welcomes All.” Launched in 2020, the Make it Possible program signifies the brand’s commitment to transparency, circularity, and inclusivity.
A Bold Vision for 2030:
The fashion industry faces a critical need to reshape its practices to become more sustainable, considering its alarming consumption of non-renewable resources. Tommy Hilfiger is taking decisive steps to address this challenge. By 2030, the brand aims to have all its products designed, produced, and distributed with a focus on returning to biological or technical loops at the end of their lifecycle. This ambitious vision aligns with the urgency of transforming the fashion industry’s trajectory.
Pioneering Sustainable Practices:
Tommy Hilfiger’s commitment to sustainability is exemplified by its actions. Two years ago, the brand introduced its first 100% recycled cotton denim jeans, showcasing innovation by utilizing leftover cotton scraps and recycled plastic bottles. This breakthrough marked Tommy Hilfiger as the first brand to achieve 100% recycled cotton fabric at an industrial scale for a popular line. The Luv the World Spring 2021 capsule collection took sustainability a step further by incorporating 100% recycled and recyclable materials, along with chemical-free print graphics.
End-of-Life Innovation:
The brand’s dedication to sustainability extends beyond production, addressing the end-of-life cycle of its products. The hang tags on the Luv the World collection provide consumers with creative ideas on how to repurpose items, reducing waste and encouraging a circular approach. Additionally, Tommy Hilfiger’s Tommy for Life program focuses on extending the lifespan of its products by repairing or remixing pre-owned or damaged garments into limited-edition styles.
Impressive Milestones:
Martijn Hagman highlights the brand’s achievements in adopting sustainable practices. The Spring 2022 collection features 76% more sustainable styles, showcasing Tommy Hilfiger’s ongoing commitment to responsible fashion. In 2021, the brand utilized 51% more sustainable materials, including organic and recycled cotton, sustainable wool, and recycled polyester, marking an 82% increase from the previous year.
Tommy Hilfiger, under the leadership of CEO Martijn Hagman, is leading the charge towards a sustainable and inclusive fashion industry. With bold initiatives, innovative products, and a commitment to transparency, the brand is not only redefining its own identity but also setting an example for the entire fashion landscape. As consumers increasingly demand environmentally conscious choices, Tommy Hilfiger stands as a beacon of change in the pursuit of a more sustainable and ethical future for the fashion industry.
