More than 50 years after a small downtown shop sparked one of the most iconic names in fashion, Andy and Kim Hilfiger are bringing it back to where it all began.

Tommy Hilfiger opened People's Place in downtown Elmira in 1969, at just 18 years old. After the flood of 1972 devastated downtown, the family preserved what they could and continued forward. Then, around 1978, Andy and the family opened the first Underground Fashion Outlet in the basement of People's Place — making this return a true full-circle moment.

Now, decades later, the Hilfigers are bringing that same spirit back to the LECOM Event Center— the very ground where it all started — with a curated mix of vintage and modern clothing and accessories, alongside new collections from Andrew Charles.

“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.”

Founded by Andy and Kim Hilfiger, Andrew Charles reflects a distinct blend of rock, Americana, and streetwear — from star-emblazoned jeans and leopard-print jackets to bold graphic tees and signature outerwear. Designs seen on artists and performers including Steven Tyler, Machine Gun Kelly, and others.