We are really living the American dream, to be a successful brand in the States and in Europe and to steep ourselves in our heritage. But we do it with a sense of humor. We don't take ourselves too seriously in fashion.

Tommy Hilfiger’s quote, "We are really living the American dream, to be a successful brand in the States and in Europe and to steep ourselves in our heritage. But we do it with a sense of humor. We don't take ourselves too seriously in fashion," reflects his approach to both his fashion brand and the broader American dream. Hilfiger suggests that the success of his brand, which is recognized in both the United States and Europe, is a realization of the ideals of the American dream—achieving success, recognition, and influence. However, he also emphasizes that this success is not achieved at the expense of maintaining a lighthearted and playful approach to fashion, rather than taking it too seriously.

The origin of this quote lies in Hilfiger’s experience as an entrepreneur and fashion designer who built his global brand on the idea of classic American style. He blends heritage with modern sensibilities, creating clothing that resonates with consumers by embracing nostalgia and American culture. By mentioning that his brand doesn’t take itself too seriously, Hilfiger highlights the importance of keeping the brand approachable and fun, despite its commercial success and cultural significance.

Hilfiger’s comment also suggests that humor is an essential part of how he engages with the fashion industry. In an industry often associated with high stakes, exclusivity, and seriousness, Hilfiger emphasizes that adopting a relaxed attitude and incorporating humor into his brand’s identity makes it more relatable and accessible. It signals that fashion does not always have to be rigid or pretentious but can be enjoyable and inclusive.

In essence, Hilfiger’s quote underscores the balance between heritage and modernity in his approach to fashion, while highlighting the importance of humor and self-awareness in achieving success. By not taking fashion too seriously, he positions his brand as both aspirational and fun, embodying the spirit of the American dream with a touch of playfulness and authenticity.