In a collaboration that feels like a crossover episode, Tommy Hilfiger have partnered up with the popular online gaming platform, Roblox. The global fashion brand have announced that the new collection will be made entirely by children.
Roblox is a worldwide haven for kids who want to be immersed in a fantasy world. Most of its users are below the age of 16.
With increasing laws against child labour, Tommy Hilfiger have found a loophole around it. They have employed a total of 149 children, a number that doesn’t seem that arbitrary when the legally permissible number is 150 and under. These kids will be making physical copies of the much-anticipated Tommy Hilfiger x Roblox designs created by Roblox users.
“We are taking a step in the right direction; we are creating a line-up of premium styles by children for children. Child labour is an evil practice but we’ve found a way to combat it,” insists Tommy.
“The collection is 100% children made and will set a precedent for other brands. We have our in-house fashion consultants going to different brands to educate them on our business model.”
Catherine Holmes, a resident of Newport, a market town in England, recently found out about the collaboration through her 10-year-old son who is an avid Roblox gamer.
“My Timmy showed me a collection of clothes he designed on this Roblox thingamajig and I discovered that the collection was also offered in a physical form. I was ecstatic. His birthday is coming up soon.”
“On finding out the clothes were made by children; it made my decision so much clearer. Their clever tagline, For Children By Children is the best marketing idea I’ve seen by a global brand in a very long time.”
Roblox has over 164 million monthly active users but has constantly faced criticism for its microtransactions and its exploitative practices towards children.
“I love how the brand has already been unofficially adopted into the Roblox platform, with users creating their own Tommy Hilfiger styles. Their accommodating and respectful attitude towards their users fit perfectly with our brand image.” beamed Tommy Hilfiger.
We are witnessing the start of a new way of living. Send your kids to the factories. Who cares about an education? Your child can be part of something revolutionary.
Tommy Hilfiger are the unsung heroes of the 21st century. We can only hope to make such a difference.