Foo and Foo, a Streetwear Label by Tommy Hilfiger’s Daughter, Is Coming to a Pop-Up Near You

Liana Satenstein
Updated

Foo and Foo, a Streetwear Label by Tommy Hilfiger’s Daughter, is Coming to a Pop Up Near You

<cite class="credit">Photo: Courtesy of Foo and Foo</cite>
Photo: Courtesy of Foo and Foo
<cite class="credit">Photo: Courtesy of Foo and Foo</cite>
Photo: Courtesy of Foo and Foo
<cite class="credit">Photo: Courtesy of Foo and Foo</cite>
Photo: Courtesy of Foo and Foo
<cite class="credit">Photo: Courtesy of Foo and Foo</cite>
Photo: Courtesy of Foo and Foo

Elizabeth Hilfiger (yes, that’s Tommy Hilfiger’s daughter) started the label Foo and Foo in 2016 as a grunge-tinged line of hoodies and T-shirts punctured with piercing rings. Now she’s just shown her Fall 2018 collection, her first presentation, in the gymnasium of the Lower East Side’s Manny Cantor community wellness center, transforming it into a makeshift classroom. Here, the concept was a bit more sophisticated than piercings and was instead based on mathematics. “It’s all about the physics of the hoodies and how cloth interacts with friction, and that leads into Newton’s law,” said Hilfiger. “The graphic hoodies are about sine and cosine waves, which was the only type of math that I understand.” Models sat at desks, playing the role of disobedient students among crumpled-up test papers and soda cans, wearing the Foo and Foo garb.

Attendees included a bevy of downtown It kids, including Walter Pearce of Midland Agency, who also cast the show, and Mike Eckhaus and Zoe Latta of Eckhaus Latta. (Hilfiger once interned for the duo.) Mr. Hilfiger himself also stopped by. So what will those downtown kids like from the collection? Here’s some math for you: One T-shirt read, “Newton’s Law of Foo and Foo.” For those who like to “nerd out,” as Hilfiger says, a diagram of a formula showing how a bungee cord functions was stamped on the chest of hoodies. (Fun fact: Hilfiger enlisted a friend from Massachusetts Institute of Technology to sketch the diagram.) Other pieces in the mix included trousers, jeans, and windbreakers with a jersey stripe boasting “Foo and Foo.”

The next step in the equation? Hilfiger is following a see-now, buy-now method and selling her clothes and prior collaborations at a pop-up this coming Friday to Sunday, naturally in downtown New York at 164 Orchard Street. (Her father has also been doing see-now, buy-now collections for a few seasons now.) It’s the first time that people will be able to interact and try on Foo and Foo clothes. “I wanted to give the direct-to-consumer access but in my hometown. As a young brand I think see-now, buy-now is essential,” said Hilfiger. “Alongside growing our wholesale business, I also want to make sure we are giving an in-person way to directly experience the brand.” Hilfiger hopes that combined approach will add up to strong sales.

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