Mickey Mouse, baseball jackets, Stars & Stripes, cable knits, jeans: Tommy Hilfiger (1951) likes his modern Americana. “We’re about colour, we’re about preppy, we’re about classic, we’re about America!" he says of his non-elite brand that is not based on his skill with colour palettes, but on his gift for seeing the big picture. In 1984 he started his own label with men's wear, adding women's wear in 1996 and branding out in lifestyle. "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," Hilfiger says. "But we do it with a sense of humor."