Tommy Hilfiger is adding a lifestyle label to its brand.

The fashion house - normally famed for its preppy styles - will aim new line Tommy at 20-something men and women, focusing on distinctive handmade details.

Tommy Hilfiger - the man behind the label - told WWD: "Tommy gives us more flexibility and freedom to do something truly conceptual."

Gary Sheinbaum, chief executive officer of Tommy Hilfiger, added: "The way we're going to merchandise Tommy will be distinctive and different, not so formulaic. It will be more of a fun, dynamic experience. The product itself, we feel, is going to be a fresh take on the preppy traffic, done in a fresh, young, cool way. When we look around, we don't see anyone doing this."

Earlier this year, Tommy Hilfiger was bought by the owner of Calvin Klein to create one of the world's largest clothing companies.

The Hilfiger label was purchased by Philips-Van Heusen for $3 billion, creating a company with $4.6bn revenue.

Hilfiger said: "I look forward to remaining actively involved in the business. This is the next phase in the global evolution and expansion of the Tommy Hilfiger brand."

Hilfiger was sold by private equity firm Apax partners, who originally bought it for $1.6bn in 2006.