Ralph Lauren opens Double RL store in Soho
Ralph Lauren has just announced the opening of a new London flagship for its premium heritage RRL line at 6 Newburgh Street in Soho, London.
The 665 sq ft store is a far cry from the grand 2,500 sq ft RRL store that previously existed at 16 Mount Street in Mayfair, where the adjacencies once included the likes of Balenciaga and Loewe.
The new adjacencies include the likes of Levi’s Vintage Clothing, Red Wing and Filson, and are perhaps more fitting for a store targeting denim purists and heritage aficionados.
The clothing assortment on offer has been specifically curated for the new store, with an emphasis on iconic denim pieces and hand-selected vintage products, including leather jackets, accessories, belts and jewellery – all with signature well-weathered ruggedness.
Double RL was founded in 1993 with a focus on integrity of design and quality of workmanship. It was named after Ralph and Ricky Lauren’s “RRL” ranch in Colorado, and it has attracted a loyal following among collectors of unique clothing.
Rooted in the timeworn style and durability of authentic workwear, Double RL is known the world over for its mix of rare selvedge denim, limited-edition vintage apparel and accessories, and utility-inspired garments, from tube-knit T-shirts to military-grade chinos.
The new space features rustic décor with period-correct antique fixtures that have been curated to complement the physical space, selected with this location in mind.
The Soho store opening builds on Ralph Lauren’s "Next Great Chapter" plan to deliver long-term sustainable growth and value creation, driving targeted channel expansion globally.
In the UK and across EMEA, Ralph Lauren has an opportunity to expand its physical store presence, to complement its digital offerings which include a recently re-platformed digital flagship.