Rap and rock combine at Andy Hilfiger’s Artistix
In the midst of a huge thunderstorm, scores begged and pleaded to obtain entrance into the main Porsche showroom of New York on Saturday night. Their mission, to witness the latest collection of Artistix, the cult brand directed by Andy Hilfiger, brother of global brand builder brother Tommy. Then again, brand building is a rich Hilfiger family tradition.
With Tommy sitting front row with his glamorous wife Dee, the action kicked off with two local rappers in a live performance to huge cheers of the crowd of 800. The collection featured dudes and gals in techno camouflage parkas and puffers; khaki green jumpsuits and great abstract expressionist sweatshirt mini dresses. All the clothes based on designs by upscale graffiti artist Greg Polisseni.
Remarkably, Artistix is Andy’s funky sideshow, since his main project remains Andrew Charles, a menswear collection inspired by rock legend Steven Tyler and a bohemian retro women’s collection. That said, Andy’s main love often seems more to be playing in his rock band X Brothers.
Talk about a family of serial brand founders.
One of Tommy’s daughters, 24-year-old Elizabeth, has her own label, Foo and Foo, which she designs in LA, and launched last spring. This weekend she was back in New York, to open a pop up store on Orchard Street. For just 72 hours, so maybe we should call it Snap, Crackle and Pop Up.
“That way, people know there is a definite deadline and make a real effort to get something great right away, rather than say, ‘oh, I must swing by,’ but then never really do,” explained Elizabeth. Foo and Foo is also more than just fashion, since the brand’s website includes works by young artist friends of Ali. And, a striking new campaign video of It Girl model Adwoa Aboah, shot by Georgia May Jagger, and featuring Foo and Foo’s signature, and very natty, affordable hoodies.
The brand building extends to the extended family, seeing as Dee is now creative director of Judith Leiber. While Elizabeth’s boyfriend Kurt Narmore created the happening surf label, Noon Goons, which actually already retails in Dover Street, thank you.
Noon Goons, by the way, means the surfer tourist who hits the waves at midday, after the real surfers have gone after the best morning surf finishes. Unlike the full Hilfiger clan, whom one could never doubt when it comes to a fashionable work ethic.
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