Last January it was revealed that Ralph Lauren was transforming its Polo Jeans collection into the new Denim & Supply line. At the last Bread & Butter, the American group presented for the first time the vintage-style denim range that it split into two distinct looks: Cape Cod has a maritime feel, while Baja explores the surplus concept with bohemian vibes. Created to win the hearts of 18-25 year olds, the new collection is ready to run.

Denim & Supply

Ralph Lauren is going to sell the new label via multi-brand stores, corners in department stores and, for the first time, the American company is also planning to enter the franchise business. Although it has not put any numbers on its projects yet, the group is certainly taking steps towards increasing the visibility of its new line for men and women.

From Spring 2012 onwards, Denim & Supply can expect to see its first store launch on London’s Carnaby Street, covering a total area of up to 600 square metres. But Ralph Lauren is not planning to stop there, and already seems to be engaged in talks to open more flagships in Amsterdam, New York and Tokyo. The label’s stand at Bread & Butter, which is used to present the new collections, had a surface of around 200 square metres…