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Polo Jeans Co. was a Ralph Lauren sub-brand focused on denim and casual sportswear. It emphasized a youthful, rugged Americana aesthetic. The brand represented a bridge between traditional preppy styles and emerging 1990s streetwear, catering to a demographic seeking functional, durable, and accessible apparel.
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Ralph Lauren launched Polo Jeans Co. in 1996 through a licensing agreement with Sun Apparel. The line targeted a younger audience than the flagship label, gaining significant traction within 1990s hip-hop culture and urban fashion. It played a central role in the decade's trend of oversized denim and logo-heavy basics. Ralph Lauren eventually brought the license back in-house before retiring the specific label in favor of other denim-focused collections.
