Ralph does Rugby

The American designer Ralph Lauren has launched a new line called Rugby. This new line targets college fans with a smaller bank account. Lauren opened the first Rugby stand-alone store in Boston last weekend and plans to open approximately 40 more stores over the next five years. The new label consists of typical collegiate fare such as corduroy trousers, rugby shirts, crew neck sweaters, tweed jacket, mini-skirts, toggle coats, puffy vests and dresses. Lauren dubbed Rugby "the new Polo".

The new line does not mean that Lauren is neglicting his other lines. He told reporters that he is operating from strength, and believes that Polo is stronger than ever. Furthermore he feels that his other lines such as Black Label Collection and Blue Label are major growth areas.