Tommy Hilfiger is launching a fragrant duo named Loud for young men and women. Both perfumes of the duo are supposed to be real rock ?n? roll fragrances inspired by music for the same public that buys Hilfiger denim. Perfumers of the house of Aurelien Guichard, Yann Vasnier and Givaudan created both new editions of central notes of rose and patchouli. Since the main theme is music, Chad Lavigne designed the falcons in the shape of music records, with the edition for men coloured in grey, with silver stoppers resembling stereo knobs. Hilfiger was born in Elmira, New York. The second of nine children of a jeweler and an Irish-American nurse, he grew up in a German-Swiss/Irish-American family. Hilfiger also claims to be a direct descendant of the Scottish poet Robert Burns. His parents originally intended for him to be an engineer. He later opened his own store, named The People's Place, around the block in downtown Elmira. The People's Place went bankrupt, when Hilfiger was 25. After turning to the design of clothing by designing for the rest of his stores in upstate New York, Hilfiger moved to New York City with his wife Susie. Although he was offered design assistant positions with designers Calvin Klein and Perry Ellis, he turned down the offers despite the fact he was broke. In 1984, he founded the Tommy Hilfiger Corporation, with support from The Murjani Group, which went public in 1992, introducing his signature menswear collection. By 2004 the company had 5,400 employees and revenues in excess of $1.8 billion. Hilfiger was named Menswear Designer of the Year by the Council of Fashion Designers of America in 1995.