It wasn’t long before Ralph Lauren found a line to takeover its now shuttered Rugby locations. Americana and military-inspired rugged gear are replacing these former preppy outposts, as RL’s Denim & Supply divisions are moving in. What started as a shop-in-shop experience inside Macy’s locations, Denim & Supply took over its first former Rugby location by setting up shop in Boston earlier this month. Now the NYC takeover didn’t take long as the brand opens another location, this time in Rugby’s former digs in 99 University Place in Manhattan.
Expect to see a lot more exposed brick walls, concert posters, and open ceilings compared to Rugby’s more cleaned-up look. While not truly a replacement for Rugby in terms of similar style, Polo fans should be happy to hear that the price point remains affordable. So for the college students that pass by this location everyday, you can feel safe knowing you will have enough money left over for food after you purchase a new outfit.
As for more D&S locations in the future, executive vice president David Lauren mentions, “We’re hoping to hit a home run with the stores in New York and Boston and, with the right traffic in those locations and on the Web, build anticipation in other markets. We think the stores will help Macy’s, which has been just a fantastic partner, and both clarify and strengthen the brand.” Cross your fingers, America.
[via WWD]
