Beginning May 18, the American fashion house will host a made-to-order polo program on its e-commerce website, where customers can remaster the brand’s signature silhouette in their own way. While the company already offers packable jackets, sweaters and embroidered polos, this latest foray into customization marks the first time the brand’s entire polo will be knit to order.
“With the Made-to-Order Polo, we’ve taken our most iconic product and are giving the consumer the ability to reinvent it and design a fully custom product from scratch, that will ultimately have unlimited design options,” David Lauren, the company’s chief innovation and branding officer, told WWD.
“Each individual product is more sustainably manufactured-on-demand when the order is placed, and this model is a game changer,” he continued. “It has the potential to really shift the paradigm of what is possible in terms of how product is manufactured, and how we think about inventory as it relates to consumer demand.”
Each polo — crafted with flat-knit technology for a soft texture — is available in six designs that allow for 24 color combinations. The customization page first asks customers to pick their desired polo style, before displaying a vast selection of color combinations on the bottom of the next screen. From there, customers have the option to further customize the polo with text on either the left or right cuff and can also choose the logo’s color and size.
In celebration of the new customization program, the fashion label is launching a global campaign titled “World of Color” that will utilize social media activations, including a Snapchat Snap lens and a program featuring TikTok creators. Additionally, a promotional pop-up will land in key markets around the U.S. within the next few months.
Ralph Lauren’s made-to-order polos will be available exclusively on the brand’s webstore for $168 USD. Customers should receive their orders within two weeks.
Last week, Polo Ralph Lauren teamed up with the MLB for an expansive collection of baseball-inspired pieces. Take a look at the full range, which centers around the New York Yankees, the Los Angeles Dodgers, the Chicago Cubs and the St. Louis Cardinals.
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