Tommy Hilfiger, the brand associated with preppy style and "classic American cool" will open its first anchor store in Tel Aviv on March 20.

"The ‘Tommy Hilfiger’ store will be the brand’s largest location in Israel," the company stated, adding that this will be "the first time Tommy Hilfiger Collection will be available in Israel." 

Mr. Hilfiger himself will attend the official opening of the store on April 2, his inaugural visit to Tel Aviv. The event will feature a showcase of Spring/Summer 2014 collections, including some of the styles shown at New York Fashion Week.

Israel's anchor store is located in central Tel Aviv at Sarona, an urban open-air commercial center. It will join more than 1,200 Tommy Hilfiger stores around the world. Fashionistas will be able to pick up items from Tommy Hilfiger Collection, along with sportswear, tailored items, accessories and childrenswear.

“Our stores around the world are the ultimate expression of the Tommy Hilfiger lifestyle and showcase our unique brand spirit: welcoming, inclusive, engaging and fun. Our new Sarona location has a sophisticated yet relaxed aesthetic that brings the whole personality of the brand to life,” the designer said.

Back in the '90s, rumors abounded that Hilfiger said he didn't want minorities wearing his clothes, but he vehemently denied the rumors. In 2001, the Anti-Defamation League published a letter to Hilfiger, saying they had received "recurring inquiries" about the rumors, including that he made racist remarks on the Oprah Winfrey show.

"Based upon our investigation," the ADL said, "It is apparent to us that you never made the statements that attribute racist remarks to you."