The US fashion house Ralph Lauren opened a concept store in Berlin Mitte on Tuesday that is entirely dedicated to polo shirts.
True to the designer’s maxim that it’s never just about the shirt, but about an entire lifestyle, the store at Neue Schönhauser Straße 8 is exclusively dedicated to this individual piece of clothing.
Open through July 9, the location celebrates more than 50 years of Ralph Lauren design through stories, visual presentations, immersive technology and virtual shopping experiences powered by augmented reality. Ralph’s Coffee, the brand’s café, is also located in the inner courtyard.
Personalization and upcycling
In addition to the largest selection of polo shirts ever offered by the brand, there is also the option of personalization in the “Create Your Own” shop with embroidery, logos, patches and more. There is also a limited number of selected vintage and collectible designs.
Also offered as part of this vintage offering is the “Upcycled Polo Shirt” to choose from a limited collection of polo shirts hand repaired by Los Angeles-based circular design platform Atelier & Repairs. Originating in North America, each polo shirt is given a second life through an over-dyeing process that gives each shirt its vibrant indigo hue. It was also patched with vintage fabrics on the button placket and on the sides.
Color on demand
For the first time, the company’s “Color on Demand” dyeing technology can also be experienced exclusively and live in this store. It allows polo shirts of a specific color choice to be custom dyed and then personalized as part of the Create Your Own shop mentioned above. The new cotton dyeing system eliminates water runoff by recycling and reusing all the water from the dyeing process.
