Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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linePart ofPolo Ralph Lauren

Polo Jeans Co.

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.

History

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.
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