Those queues outside Polo Ralph Lauren stores the last few days? They’re fans eagerly awaiting the 25th anniversary reissue of the brand’s classic Snow Beach collection. After all, who doesn’t love the 90s?
Dropping in select RL stores today, the nostalgic line (in step with brands like Gap also on a throwback kick) includes original and updated pieces from the iconic 1993 range, with the starkly simple Snow Beach and Cold Wave graphics—the former made famous by Raekwon in the graphic pullover in the Wu-Tang Clan video for Can It All Be So Simple.
In the early ’90s, Ralph Lauren suits, polo shirts and ties were staples of the preppy country club set, while urban stylers sported logo-heavy gear of the Polo Sport label launched in 1992.
Snow Beach hit the market in 1993 with red, yellow, green and blue hoodies, hats and jackets that “Lo Heads,” attired head-to-foot in Polo, demanded as a sign of belonging to a tribe of cool.
The oversized puffer jacket will make you feel like you're wrapped up in a duvet all day. https://t.co/nuLLe8MFJD pic.twitter.com/697UVJjDXK
— British GQ (@BritishGQ) January 25, 2018
In the early ’90s, Ralph Lauren suits, polo shirts and ties were staples of the country-club set, while urban stylers sported logo-heavy gear of the Polo Sport label launched in 1992.
Snow Beach hit the market in 1993 with hoodies, hats that jacket which “Lo Heads,” attired head-to-foot in Polo, led a tribe of cool. The revival collection that drops today includes – including that jacket.
Hey @RalphLauren just trying to buy some #snowbeach not sure what time this is tho? Negative one oclock and negative 2 minutes? #POLOLTD #polo #coldwave pic.twitter.com/3DRHLkxcxv
— Sir Yeezy Curry (@youngfonz) January 25, 2018
GQ spoke with web fashionista Bloody Osiris, along with menswear heads who were there from Polo Sport’s heyday, Awake NY founder Angelo Baque and Wu-Tang Clan’s Raekwon, who said “We just adopted it because of the colors, the flags on it. They were winning back then ’cause they had the university type of feel that everyone loved. All it took was people in the rap game to start talking about it and wear it casually to help the brand climb to a level where they won’t even acknowledge it.”
Behold, @RalphLauren's SNOW BEACH collection is here. https://t.co/HILFRZTlQK
— HYPEBEAST (@HYPEBEAST) January 16, 2018
The second drop of the Snow Beach collection is on February 1 and features a selection of garments in black and white.
For 50 years, the Ralph Lauren brand has signified a distinctive image in premium lifestyle products in four categories: apparel, home, accessories and fragrances.
The portfolio has grown to include Ralph Lauren Purple Label, Ralph Lauren Collection, Double RL, Polo Ralph Lauren, Polo Ralph Lauren Children’s, Ralph Lauren Home, Lauren Ralph Lauren, RLX, American Living, Chaps and Club Monaco.
Committed to driving digital expansion of the brand, Burberry alum Alice Delahunt is joining as Chief Digital Officer, reporting directly to Patrice Louvet, Chief Executive Officer.
“We are moving urgently to expand our digital presence all over the world and bringing in the right senior talent to help us deliver,” said Louvet. “We have to meet consumers where they are, which is increasingly online, and digital expansion is one critical way we will drive new growth for our iconic business and brand.”
Introducing the #TeamUSA Opening Ceremony uniforms for the Olympic and Paralympic Winter Games PyeongChang 2018, unveiled this morning on the@TODAYshow. pic.twitter.com/bYlQAaPOHf
— Ralph Lauren (@RalphLauren) January 22, 2018
Ralph Lauren and the United States Olympic Committee unveiled the opening ceremony parade uniforms for the 2018 U.S. Olympic and Paralympic Teams, with a streamlined heating component to keep Team USA’s athletes warm in PyeongChang.
David Lauren, chief innovation officer said, “The uniform celebrates the American spirit, with iconic pieces updated with modern details and technical fabrications.”
The post Polo Ralph Lauren Snow Beach Brings Out the ‘Lo-Heads’ appeared first on brandchannel:.
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