Ralph Lauren RRL to launch in the UK

    Considering that this blogger hunts RRL product with the kind of semi-psychotic zeal generally reserved for Category A inmates, news that the archive-inspired Ralph Lauren sub-brand is to launch in the UK was met at Fashion Buyer HQ with much hand-clapping, foot-thumping and general raucous hoopla.

    And, who better to perform as ringmaster to such a prestigious affair than G-Star's instantly likable former product development manager, Casper White. Details of White's strategy as European RRL sales director remain sketchy although Fashion Buyer will report back with an interview in a fortnight.

    What we do know is that the brand launches exclusively next season with 14 Oz, the Berlin denim emporium owned by Bread & Butter impresario Karl Heinz Muller. Following the launch White is believed to be targeting a mere 20 accounts across Europe.

    RRL was first introduced in 1993 as a collection of meticulously aged and rugged looking menswear inspired by the pioneering spirit of the American West. Vintage selvedge denims, sumptuous flannel shirts, beautifully battered leathers and utilitarian styles which evoke images of hard-grafting ranch hands and tough-talking blue-collar workers are all thrown into the mix in a collection that is named after Double RL, the Colorado ranch owned by Ricky and Ralph Lauren.

    With its spit-and-sawdust personality, the RRL retail concept in the US frames the perfect mercantile backdrop for this lovingly crafted range which is more Waltons era than Halston's days of disco.

    Until now RRL has been available only in the States, so Fashion Buyer watches with stalker-like interest as its future in Europe unfolds.

    For more information call Ralph Lauren on 020 7535 4600, or visit www.ralphlauren.com.Source URL: http://icip2idayusof.blogspot.com/2010/05/ralph-lauren-rrl-to-launch-in-uk.html
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