Polo Ralph Lauren has re-launched to become Ralph Lauren Corp. Under this new name the brand is launching a new denim and clothing line called Denim & Supply Ralph Lauren. The aim of the collection is to capture the character of vintage inspired items mixed with more eclectic pieces.
There are precious few designers out there who have built a top-to-bottom lifestyle brand quite as well as Ralph Lauren. Denim & Supply was born out of Brooklyn, New York and channels the style of artists, painters, musicians and poets that typically inhabit that section of the city.
The brand will also be launching a digital lifestyle site called The Warehouse that complements the new collection. And with the introduction of lower-priced line Denim & Supply, the iconic sportswear company has once again proven its mastery of Americana chic. The premium U.S. fashion house continues to grow in the denim business as it looks to transform and split its A/W 2011-12 Polo Jeans collection into Ralph Polo Denim & Supply for men.
Designed to work alongside brands like Edwin, Levi’s Vintage and Denham, Denim & Supply has its own look. Targeting a younger market than the typical Polo customer, Denim & Supply Ralph Lauren is a new line of apparel and premium denim with an aesthetic that emphasizes “rugged individualism.”
For S/S 12 the label looks to two popular beach destinations, Cape Cod an All-American maritime collection with chambray, railroad stripes and anchor embroideries and Baja bohemian beach town vibes with Navajo patterns and sun-faded vintage clothes. This is a more laid back collection, capturing the spirit of individuality inspired by the artistic communities in Brooklyn and environs, while maintaining a rugged outdoors aesthetic which channels the lifestyle of the Pacific Northwest.
The new collection embraces the all-American, Ralph Lauren style but with an emphasis on a rugged, edgy look. The men’s collection is an urban meets wilderness with an outdoorsy colour scheme. The details such as rip and repaired jeans, and pieces like fleece pullovers, slouchy and knit cardigans, distressed denim jackets give the collection an effortlessly worn in aesthetic. Key pieces include distressed jeans, faded t-shirts, denim and Navajo print jackets for a modern take on the Ralph Lauren classics. Anchored in Ralph Lauren‘s authentic American heritage, their new collection Denim & Supply is replacing the Polo jeans line.