Rugby Ralph Lauren
Encyclopedia
Rugby Ralph Lauren is an American clothing brand launched in 2004 under the management of parent company Polo Ralph Lauren
. The brand specializes in Preppy
/Rugby
inspired lifestyle apparel for male and female clientele ages 16 through 25. Rugby also encompasses Rugby Food & Spirits, a small café
modeled after the brand and offering dining inspired by the Rugby theme. Rugby merchandise is available at twelve stores throughout the United States and as of August, 2008, online at rugby.com.
lifestyle
apparel designer
, Ralph Lauren
. The brand's first location opened at 342 Newbury Street in Boston
, Massachusetts
on October 23, 2004. Rugby's lower price point and edgier styling caters to a younger shopper than Lauren's other luxury clothing brands. Though the company is still experimenting with a logo, most of the clothing either carries a small embroidered rugby
player, "R.L.F.C", or a skull and crossbones
motif. The brand consists of a line of rugby shirts, polos, jackets, suits, dresses, outerwear and accessories, all with a distressed or embellished flair, as well as RRL signature Rugby Football shirts
that can be customized by buying patches in-store.
Rugby was never intended to compete with pre-teen lifestyle brand
s for collegiate
/post-collegiate individuals such as Abercrombie & Fitch
or American Eagle
. Instead, it offers items such as its staple: the rugby shirt
. Originally, these rugby shirts were created in the school colors in the college towns that the Rugby stores resided. Rugby also has a full book of patches that the customer can buy to personalize their rugby shirt (Rugby offers free tailoring). Typically there are also multiple luxury items in each line such as a vintage leather jackets and high quality blazers with bullion patches. Due to Rugby's high quality products and cheaper price, the brand often attracts younger customers from its own Polo
brand.
factory stores, though with a limited selection of styles. The Polo Ralph Lauren Corporation has confirmed that a store has launched on May 16, 2008 on Main Street in East Hampton
, New York
, according to the manager of the Ralph Lauren store there. The Natick store opened July 17, 2008. Finally, after two years, the Rugby location in Charlottesville, Virginia
as well as the store in Chapel Hill, North Carolina
have closed.
, Rugby School
, Eton College
, Harrow School
, Worth School
, Haberdashers' Aske's Boys' School
, Dulwich College
, and Marlborough College
.
Also, the brand has suffered sharp criticism from the American rugby playing community. Ralph Lauren copyrighted the name of several previously existing rugby supply stores and organizations, including Barbarian Rugby and USA Rugby. In retaliation, Rugby Magazine writer Buzz McClain began a campaign to copyright the name Ralph Lauren
. More importantly, there is concern that the image of the sport would be co-opted by a brand noted for its exclusivity.
Polo Ralph Lauren
Ralph Lauren Corporation is a luxury clothing and goods company of the American fashion designer Ralph Lauren. Ralph Lauren specializes in high-end casual/semi-formal wear for men and women, as well as accessories, fragrances, home and housewares...
. The brand specializes in Preppy
Preppy
Preppy, preppie, or prep refers to a modern, widespread United States clique, often considered a subculture...
/Rugby
Rugby football
Rugby football is a style of football named after Rugby School in the United Kingdom. It is seen most prominently in two current sports, rugby league and rugby union.-History:...
inspired lifestyle apparel for male and female clientele ages 16 through 25. Rugby also encompasses Rugby Food & Spirits, a small café
Café
A café , also spelled cafe, in most countries refers to an establishment which focuses on serving coffee, like an American coffeehouse. In the United States, it may refer to an informal restaurant, offering a range of hot meals and made-to-order sandwiches...
modeled after the brand and offering dining inspired by the Rugby theme. Rugby merchandise is available at twelve stores throughout the United States and as of August, 2008, online at rugby.com.
Brand history and Identity
Rugby Ralph Lauren is the latest brand from luxuryLuxury good
Luxury goods are products and services that are not considered essential and associated with affluence.The concept of luxury has been present in various forms since the beginning of civilization. Its role was just as important in ancient western and eastern empires as it is in modern societies...
lifestyle
Lifestyle brand
A lifestyle brand is a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing.Each individual has an identity based on their choices, experiences, and background...
apparel designer
Designer
A designer is a person who designs. More formally, a designer is an agent that "specifies the structural properties of a design object". In practice, anyone who creates tangible or intangible objects, such as consumer products, processes, laws, games and graphics, is referred to as a...
, Ralph Lauren
Ralph Lauren
Ralph Lauren is an American fashion designer and business executive; best known for his Polo Ralph Lauren clothing brand.-Early life:...
. The brand's first location opened at 342 Newbury Street in Boston
Boston
Boston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...
, Massachusetts
Massachusetts
The Commonwealth of Massachusetts is a state in the New England region of the northeastern United States of America. It is bordered by Rhode Island and Connecticut to the south, New York to the west, and Vermont and New Hampshire to the north; at its east lies the Atlantic Ocean. As of the 2010...
on October 23, 2004. Rugby's lower price point and edgier styling caters to a younger shopper than Lauren's other luxury clothing brands. Though the company is still experimenting with a logo, most of the clothing either carries a small embroidered rugby
Rugby football
Rugby football is a style of football named after Rugby School in the United Kingdom. It is seen most prominently in two current sports, rugby league and rugby union.-History:...
player, "R.L.F.C", or a skull and crossbones
Skull and crossbones (fraternities and sports)
The skull and crossbones was a common fraternal motiff as a symbol of mortality and warning in the late nineteenth and early twentieth centuries...
motif. The brand consists of a line of rugby shirts, polos, jackets, suits, dresses, outerwear and accessories, all with a distressed or embellished flair, as well as RRL signature Rugby Football shirts
Rugby football
Rugby football is a style of football named after Rugby School in the United Kingdom. It is seen most prominently in two current sports, rugby league and rugby union.-History:...
that can be customized by buying patches in-store.
Rugby was never intended to compete with pre-teen lifestyle brand
Lifestyle brand
A lifestyle brand is a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing.Each individual has an identity based on their choices, experiences, and background...
s for collegiate
College
A college is an educational institution or a constituent part of an educational institution. Usage varies in English-speaking nations...
/post-collegiate individuals such as Abercrombie & Fitch
Abercrombie & Fitch
Abercrombie & Fitch is an American retailer that focuses on casual wear for consumers aged 18 to 22. It has over 300 locations in the United States, and is expanding internationally....
or American Eagle
American Eagle Outfitters
American Eagle Outfitters is an American clothing and accessories retailer based in Pittsburgh, Pennsylvania. It was founded in 1977 by Mark and Jerry Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman's Menswear...
. Instead, it offers items such as its staple: the rugby shirt
Rugby shirt
A rugby shirt, often referred to as a rugby jersey, is a shirt worn by players of rugby union or rugby league. It usually has short sleeves, though long sleeves are common as well....
. Originally, these rugby shirts were created in the school colors in the college towns that the Rugby stores resided. Rugby also has a full book of patches that the customer can buy to personalize their rugby shirt (Rugby offers free tailoring). Typically there are also multiple luxury items in each line such as a vintage leather jackets and high quality blazers with bullion patches. Due to Rugby's high quality products and cheaper price, the brand often attracts younger customers from its own Polo
Polo Ralph Lauren
Ralph Lauren Corporation is a luxury clothing and goods company of the American fashion designer Ralph Lauren. Ralph Lauren specializes in high-end casual/semi-formal wear for men and women, as well as accessories, fragrances, home and housewares...
brand.
Store locations
Rugby is available through its network of stores or on its website RUGBY.com. It currently holds eleven stores and one flagship. The Rugby line is also offered in Ralph LaurenPolo Ralph Lauren
Ralph Lauren Corporation is a luxury clothing and goods company of the American fashion designer Ralph Lauren. Ralph Lauren specializes in high-end casual/semi-formal wear for men and women, as well as accessories, fragrances, home and housewares...
factory stores, though with a limited selection of styles. The Polo Ralph Lauren Corporation has confirmed that a store has launched on May 16, 2008 on Main Street in East Hampton
East Hampton (village), New York
The Village of East Hampton is a village in Town of East Hampton, New York. It is located in Suffolk County, on the South Fork of eastern Long Island...
, New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
, according to the manager of the Ralph Lauren store there. The Natick store opened July 17, 2008. Finally, after two years, the Rugby location in Charlottesville, Virginia
Charlottesville, Virginia
Charlottesville is an independent city geographically surrounded by but separate from Albemarle County in the Commonwealth of Virginia, United States, and named after Charlotte of Mecklenburg-Strelitz, the queen consort of King George III of the United Kingdom.The official population estimate for...
as well as the store in Chapel Hill, North Carolina
Chapel Hill, North Carolina
Chapel Hill is a town in Orange County, North Carolina, United States and the home of the University of North Carolina at Chapel Hill and UNC Health Care...
have closed.
Significant store locations
- 342 Newbury Street in BostonBostonBoston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...
, MassachusettsMassachusettsThe Commonwealth of Massachusetts is a state in the New England region of the northeastern United States of America. It is bordered by Rhode Island and Connecticut to the south, New York to the west, and Vermont and New Hampshire to the north; at its east lies the Atlantic Ocean. As of the 2010...
- Rugby Ralph Lauren flagship. - 43 King StreetKing Street-Australia:*King Street, Melbourne, Victoria, Australia*King Street, Newtown, Sydney, New South Wales, Australia*King Street, Perth, Western Australia, Australia*King Street, Sydney, New South Wales, Australia*King Street, Devonport, Tasmania, Australia-Canada:...
, Covent GardenCovent GardenCovent Garden is a district in London on the eastern fringes of the West End, between St. Martin's Lane and Drury Lane. It is associated with the former fruit and vegetable market in the central square, now a popular shopping and tourist site, and the Royal Opera House, which is also known as...
in London, United Kingdom -- First European Rugby Ralph Lauren store (Opened September 3rd 2011) - 1065 Wisconsin Avenue in Georgetown, Washington, D.C.Georgetown, Washington, D.C.Georgetown is a neighborhood located in northwest Washington, D.C., situated along the Potomac River. Founded in 1751, the port of Georgetown predated the establishment of the federal district and the City of Washington by 40 years...
- The only store to include Rugby Food & Spirits.
Other Locations
- Stanford Shopping CenterStanford Shopping CenterStanford Shopping Center is an upscale open air shopping mall located on El Camino Real at Sand Hill Road in Palo Alto, California. It is on the campus of Stanford University although the university only owns the land and not the actual buildings or stores...
in Palo Alto, CaliforniaPalo Alto, CaliforniaPalo Alto is a California charter city located in the northwest corner of Santa Clara County, in the San Francisco Bay Area of California, United States. The city shares its borders with East Palo Alto, Mountain View, Los Altos, Los Altos Hills, Stanford, Portola Valley, and Menlo Park. It is...
-- Closed January 2010 - 2071 Union Street in San Francisco, CaliforniaSan Francisco, CaliforniaSan Francisco , officially the City and County of San Francisco, is the financial, cultural, and transportation center of the San Francisco Bay Area, a region of 7.15 million people which includes San Jose and Oakland...
- 115 Elm Street in New Canaan, ConnecticutNew Canaan, ConnecticutNew Canaan is a town in Fairfield County, Connecticut, United States, northeast of Stamford, on the Fivemile River. The population was 19,738 according to the 2010 census.The town is one of the most affluent communities in the United States...
- 195 Greenwich Avenue in Greenwich, ConnecticutGreenwich, ConnecticutGreenwich is a town in Fairfield County, Connecticut, United States. As of the 2010 census, the town had a total population of 61,171. It is home to many hedge funds and other financial service companies. Greenwich is the southernmost and westernmost municipality in Connecticut and is 38+ minutes ...
- 1000 West Armitage in Chicago, Illinois
- 99 University Place in New York City, New York
- Highland Park VillageHighland Park VillageHighland Park Village is an upscale shopping mall located at the southwest corner of Mockingbird Lane and Preston Road in Highland Park, Texas and was the first self-contained shopping center in America. The Highland Park Village was declared a National Historic Landmark in 2000.-History:Mr....
in Dallas, TexasDallas, TexasDallas is the third-largest city in Texas and the ninth-largest in the United States. The Dallas-Fort Worth Metroplex is the largest metropolitan area in the South and fourth-largest metropolitan area in the United States... - University Village in Seattle, WashingtonSeattle, WashingtonSeattle is the county seat of King County, Washington. With 608,660 residents as of the 2010 Census, Seattle is the largest city in the Northwestern United States. The Seattle metropolitan area of about 3.4 million inhabitants is the 15th largest metropolitan area in the country...
-- Closed January 2009 - Main Street in East Hampton, New YorkEast Hampton (village), New YorkThe Village of East Hampton is a village in Town of East Hampton, New York. It is located in Suffolk County, on the South Fork of eastern Long Island...
(now open) - Natick CollectionNatick CollectionThe Natick Mall, formerly named the Natick Collection from February 2007 to July 2011, is a large shopping mall owned by General Growth Properties . It is located between routes 9 and 30 in Natick, Massachusetts and is adjacent to Shoppers World in Framingham, Massachusetts...
in Natick, MassachusettsNatick, MassachusettsNatick is a town in Middlesex County, Massachusetts, United States. Natick is located near the center of the MetroWest region of Massachusetts, with a population of 33,006 at the 2010 census. Only west from Boston, Natick is considered part of the Greater Boston area...
(now open) - OmotesandoOmotesando' is an avenue, subway station and neighborhood in the Minato and Shibuya wards in Tokyo stretching from Harajuku station, the foot of the famous Takeshita Street, to Aoyama-dori where Omotesandō station can be found. Zelkova trees line both sides of the avenue. Around 100,000 cars drive down the...
in Tokyo, Japan - The Mall at Short HillsThe Mall at Short HillsThe Mall at Short Hills is a high-end mall in the Short Hills area of Millburn, New Jersey, United States. The mall developer is The Taubman Company...
in Short Hills, New JerseyShort Hills, New JerseyShort Hills is an unincorporated area located within the township of Millburn, in Essex County, New Jersey, United States. It is a popular commuter town for residents who work in New York City... - Covent Garden, London
Controversy
Recently, Rugby has received criticism from several British private schools whose uniforms, crests, ties, and sports jersies the company has copied. These schools include: Winchester CollegeWinchester College
Winchester College is an independent school for boys in the British public school tradition, situated in Winchester, Hampshire, the former capital of England. It has existed in its present location for over 600 years and claims the longest unbroken history of any school in England...
, Rugby School
Rugby School
Rugby School is a co-educational day and boarding school located in the town of Rugby, Warwickshire, England. It is one of the oldest independent schools in Britain.-History:...
, Eton College
Eton College
Eton College, often referred to simply as Eton, is a British independent school for boys aged 13 to 18. It was founded in 1440 by King Henry VI as "The King's College of Our Lady of Eton besides Wyndsor"....
, Harrow School
Harrow School
Harrow School, commonly known simply as "Harrow", is an English independent school for boys situated in the town of Harrow, in north-west London.. The school is of worldwide renown. There is some evidence that there has been a school on the site since 1243 but the Harrow School we know today was...
, Worth School
Worth School
Worth School, near the village of Turners Hill, Crawley, West Sussex, England, is a co-educational Roman Catholic boarding and day independent school for pupils aged between 11–18 years. The school is located with Worth Abbey, a Benedictine monastery, in of Sussex countryside...
, Haberdashers' Aske's Boys' School
Haberdashers' Aske's Boys' School
The Haberdashers' Aske's Boys' School is a British independent school for boys aged 4–19. It is a member of the Headmasters' and Headmistresses' Conference and of the Haileybury Group....
, Dulwich College
Dulwich College
Dulwich College is an independent school for boys in Dulwich, southeast London, England. The college was founded in 1619 by Edward Alleyn, a successful Elizabethan actor, with the original purpose of educating 12 poor scholars as the foundation of "God's Gift". It currently has about 1,600 boys,...
, and Marlborough College
Marlborough College
Marlborough College is a British co-educational independent school for day and boarding pupils, located in Marlborough, Wiltshire.Founded in 1843 for the education of the sons of Church of England clergy, the school now accepts both boys and girls of all beliefs. Currently there are just over 800...
.
Also, the brand has suffered sharp criticism from the American rugby playing community. Ralph Lauren copyrighted the name of several previously existing rugby supply stores and organizations, including Barbarian Rugby and USA Rugby. In retaliation, Rugby Magazine writer Buzz McClain began a campaign to copyright the name Ralph Lauren
Ralph Lauren
Ralph Lauren is an American fashion designer and business executive; best known for his Polo Ralph Lauren clothing brand.-Early life:...
. More importantly, there is concern that the image of the sport would be co-opted by a brand noted for its exclusivity.