April 10, 2026, 5:07 a.m. ET
An Elmira fashion fixture is making a comeback, and it’s packing a musical punch.
The Underground Fashion Outlet pop-up, spearheaded by Andy and Kim Hilfiger, will run from 11 a.m. to 7 p.m. April 30 to May 3 at the LECOM Event Center, 155 N. Main St., Elmira, according to a community announcement.
Andy Hilfiger, brother of fashion icon Tommy Hilfiger, views the event as a homecoming. The event will take place on the same site of People’s Place, a store Tommy Hilfiger opened in 1969. The original Underground Fashion Outlet was launched in the basement of People’s Place around 1978, marking the latest pop-up as a full-circle moment.
“Elmira is where the Hilfiger story began. Bringing Underground Fashion Outlet to the LECOM Event Center, right on the ground where People’s Place stood, is the most meaningful thing we could do. This is a homecoming,” said Andy Hilfiger.
The pop-up shop will feature a mix of vintage and modern clothing and accessories, including items from Andrew Charles, a fashion brand founded by Andy and Kim Hilfiger. The brand, which recently relaunched during New York Fashion Week, blends rock, Americana and streetwear influences.
Andrew Charles’ collection includes pieces seen on artists such as Steven Tyler and Machine Gun Kelly.
Andy’s connection to Elmira runs deep. His first job was selling jeans at People’s Place at 12 years old. He later helped build the Tommy Hilfiger brand and co-founded Star Branding, launching brands for celebrities like Jennifer Lopez, Nicki Minaj and Adam Levine.
In addition to shopping, attendees can catch a live performance by Andy Hilfiger and the Rolling Stones Concert Experience on May 2. Andy, a lifelong musician, has toured with members of The Ramones, Kid Rock and Blue Öyster Cult. The Hilfiger connection to rock history is significant as the original Rolling Stones “No Security” tour in 1999 was sponsored by Tommy Hilfiger.
Organizers encourage fans to return for the evening performance to experience a blend of fashion, music and Elmira history.
While the focus will be on shopping and music, the event also serves as a testament to the Hilfiger family’s resilience and commitment to Elmira. After the flood of 1972 devastated downtown, the family preserved what they could and continued forward, maintaining their ties to the city.
The pop-up is free to attend.
This story was created with the assistance of Artificial Intelligence (AI). Journalists were involved in every step of the information gathering, review, editing and publishing process. Learn more at cm.usatoday.com/ethical-conduct.