November 29, 2020

Ralph Lauren Embraces Streetwear Distribution Model

The scene outside Ralph Lauren’s Prince Street store in Manhattan’s SoHo last Thursday was reminiscent of the crowds that routinely occupy particular blocks in New York awaiting the release of a sneaker or a hyped streetwear collection. But there were some differences. These customers were decidedly older and camera-shy — one evaded WWD’s photographer stating, “I’m supposed to be at work.” They were also wholly devoted to Ralph Lauren and many of them wore full looks from the designer, which they’ve been purchasing since they were teens.
After months of rumors surrounding the re-release of the Polo Stadium collection, one of Lauren’s most admired lines, the company finally confirmed on its Instagram account that it would be reissuing a limited-edition capsule of old and new styles to commemorate the 25th anniversary of the assortment. The line was first launched in 1992 and drew from the Olympic Summer Games. The capsule featured 12 styles including a popover, which retails for $195; a marsh coat, which retails for $495; a fitted cap, $50, and a polo that sells for $125.
Customers were instructed to show up at select Ralph Lauren locations on Sept. 19 to get a numbered wrist band that would allow them to

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