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A Hickey Freeman suit is a testament to the artistry of hand-craftsmanship, the tradition of fine tailoring and to modern American style.

It’s in the precise stitch work, the gradual turn of a lapel, the trim, the modern silhouette. The clean line along the trouser and a perfect drape from the shoulder.

Fit and finesse. Masculine yet modern. This is Hickey Freeman.

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BRAND DNA®

  • Authentic
  • Crafted
  • Bold
  • True
  • Sophisticated

A Hickey Freeman suit is a testament to the artistry of hand-craftsmanship, the tradition of fine tailoring and to modern American style.

It’s in the precise stitch work, the gradual turn of a lapel, the trim, the modern silhouette. The clean line along the trouser and a perfect drape from the shoulder.

Fit and finesse. Masculine yet modern. This is Hickey Freeman.

Assignment
Reinvigorate a heritage clothing brand by claiming ownership of modern American tailoring and the artistry of hand-craftsmanship.

Target
Men, 25-45, “Refined Explorers” – thoroughly modern men who are seeking an up-to-date expression of authentic tailored style they can make their own.

Insight
Though today’s consumers had passive awareness of Hickey Freeman, most men didn’t believe the brand had up-to-date styles that were relevant. However, the brand’s heritage of American-made clothing and expertise in fine tailoring were highly appealing. There was an opportunity to leverage that heritage and tell a refreshed brand story.

Execution
Toth+Co took Hickey Freeman’s heritage of skill and craftsmanship and made it new. A refreshed visual identity was brought to life through a brand book, product branding and ticketing, retail signage, website design, as well as a re-launch campaign to raise awareness and change perceptions. A key element is the use of “Tailor’s Gold” as a signature identifier for the brand, a nod to the traditional tailor’s measuring tape and a modern signal to help the brand stand out among a sea of blue and grey suits.

Results
Toth+Co’s efforts evolved the brand’s presence at retail and online leading to re-established distribution:

  • Expanded distribution/retail presence at key accounts (Bergdorf Goodman, Nordstrom, Saks)
  • Opened new premium distribution (Barney’s)

Growth
A new identity system and marketing platform resulted in one modern, omni-channel presence for Hickey Freeman. The brand gained extensive trade coverage around the re-launch and experienced significant increases in sales, site traffic and conversions.

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late founder, Mike Toth, as
he was battling throat cancer, these videos
tell an uplifting story about finding
the silver lining in life’s challenges.

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vibrant colorful potential.
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