The Hilfiger Group was first incorporated as a way to synergize European class with American marketing. Its founder, Antonio Hilfiger, had spent a decade in the top companies around Europe before settling in New York City. He opened his firm with a blitz of aggressive poaches, taking some of the top men and women away from his competitors. For the next fifty years, Hilfiger would be behind some of the catchiest slogans, including the National Women Writers Associations' "Lett(h)ers in motion" campaign.