The flag is back. Tommy Hilfiger announced Thursday that the company is rebranding Hilfiger Denim to Tommy Jeans in a bid to appeal to nostalgia-loving Millennials and Gen Z.

Beginning with a Fall ’17 collection, Tommy Jeans reintroduces the brand’s iconic American sportswear designs and bold branding to a new generation of style setters. The collection includes 100 percent cotton ’90s tapered fit and straight leg jeans with the brand’s famous flag back patches, overalls, jeans jackets, logo T-shirts and sweatshirts, fleece jackets, hats, underwear and more.

Hilfiger Denim stores across Europe and shop-in-shops will be rebranded as well.

The rebranding follows Tommy Hilfiger’s successful collaboration with Gigi Hadid as well as a throwback collection sold at Urban Outfitters.

In an interview with WWD, Tommy Jeans Chief Brand Officer Avery Baker said there is “amazing demand and interest coming from a brand-new audience of young consumers for the brand.” She said, “They are loving not just the literal heritage pieces of Tommy Jeans, but the heritage aspect of the brand. Because we’re seeing such an appetite from that younger customer, we’re targeting that Millennial and even Gen Z even more than we did in the past.”

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