Classic to Contemporary: The History of Polo Ralph Lauren
Image Courtesy: Pinterest
Elegant, sophisticated, timeless, and all-American, Polo Ralph Lauren is the embodiment of the “American Dream” in the world of fashion. Selling a lifestyle rather than just clothing, Ralph Lauren is the true designer of American fashion. The brand, a household name, boasts a rich history brimming with intrigue, groundbreaking expansion, iconic milestones, and an enduring legacy of timelessness. From classic to contemporary, Ralph Lauren is a brand that has and will last through the dawn of time.
Image Courtesy: Pinterest
On October 14, 1939, Ralph Lifshitz was born to two immigrant parents in the Bronx, New York. From an early age, Lifshitz was always interested in style and was known for his fashion sense as a teen. At some point in his teens, Ralph Lifshitz changed his name to Ralph Lauren to avoid mockery and create a better alignment with the sophisticated identity he was trying to attain. From dropping out of business school to working as a sales associate for Brooks Brothers, Ralph Lauren finally got his big break in 1967 when he was working as a tie designer for a company called Beau Brummell. Lauren convinced the company to let him design his own line of European-inspired neckties under the name “Polo.” He chose the name to reflect the sophistication, luxury, and classic sport often showcased in the lifestyle he aspired to have. In 1971, Ralph Lauren introduced the iconic men’s polo shirt, a bestseller to this day. The shirt, with the embroidered polo player logo on the chest, became a staple for the brand’s preppy attire. Later that year, Ralph Lauren introduced a women’s collection to the brand with tailored shirts.
On top of clothing, the Ralph Lauren brand opened flagship stores and restaurants in New York City, London, and countless other countries. The most famous store, the Rhinelander Mansion on Madison Avenue, New York City, offers more than just a clothing store; it opens up a whole new world to what luxury shopping really is. Much like the stores, Ralph Lauren restaurants like Polo Bar and Ralph’s (Paris) offer a luxurious and curated experience inspired by American and European cuisine.
Image Courtesy: Pinterest
Polo Ralph Lauren is often credited with “saving American fashion” as he redefined the industry by changing its identity and driving a timeless and iconic aesthetic. Ralph Lauren made American fashion more than just clothing, he made it an achievable lifestyle. In the mid-20th century, much of American fashion was run and influenced by European designers, specifically from Paris and Italy. Ralph Lauren changes the narrative by creating an American style rooted in the preppy, Ivy League, rugged Western wear and the aspirational lifestyle of the American elite. His style romanticized the “American Dream,” becoming extremely popular after the 1974 film adaptation of The Great Gatsby, where Ralph Lauren contributed to the iconic menswear of the movie, specifically the style of Jay Gatsby. This contribution showcased that the brand was more than just clothing. It stayed true to its ethos in that they were selling a lifestyle, not just clothing.
As for the future of Polo Ralph Lauren, the brand has made a comeback in American style with the famous Polo Bear. The brand’s classic style and selling of a luxurious lifestyle have appealed to generations alike. The clothes are timeless and durable, making it a brand of “style stability.” During the 2024 Summer Olympics, the brand designed the Opening Ceremony attire for the U.S.A. team, as the brand is synonymous with the theme of true American style and patriotic pride.
Robin Givhan, a Pulitzer Prize-winning fashion critic, said it best, “Ralph Lauren turned the American Dream into something tangible, wearable, and aspirational." With the incorporation of aspirational dreaming, classic style, and modern incorporations, Polo Ralph Lauren is a brand that not only revived American fashion but now remains the beating heart of the country's industry.
Strike Out,
Writer: Lauren Butrum
Editor: Grace Groover
Graphic Designer: Carly Collins
Tallahassee