In the glossy pages of magazines, young men and women frolic on a beach, wearing unlogoed T-shirts and short shorts, their aura that of sun and surfboards.

In their relaxed, vaguely privileged demeanor, this photogenic crowd presents an undeniable contrast to the urban image of the same brand a decade ago, when the models wore their hair in dreadlocks and swaggered down the street, bold and cool, with a big "Tommy Hilfiger" on their oversize sweats.

Now the dreadlocks are gone from the advertisements -- and the big red, white and blue "Tommys" are pretty much gone from the streets.

The Tommy Hilfiger Corporation has announced that it is moving away from its logo ...