First European RALPH LAUREN RUGBY store, now open in London

American house Ralph Lauren opened this week its very first European RALPH LAUREN RUGBY store in London. The new store is exclusively dedicated to Ralph Lauren’s RUGBY line and is situated on King Street in fashionable Covent Garden.

Launched in 2004, RALPH LAUREN RUGBY specializes in Preppy / Rugby inspired lifestyle apparel targetting male and female consumers ages 16 through 25. Rugby’s lower price point and edgier styling caters to a younger shopper than Lauren’s other luxury clothing lines. 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 brands for collegiate/post-collegiate individuals such as Abercrombie & Fitch or American Eagle. Instead, it offers items such as its staple: the rugby. Originally, these rugbys 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 (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.