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Polo Ralph Lauren launch their first custom shop

The iconic brand's first create-your-own space has opened on Regent Street

Ralph Lauren have opened their first ever create-your-own shop in the lower ground floor of their Regent Street flagship store.

Dubbed the ‘Polo Custom Shop’, the space is Ralph Lauren’s first bricks and mortar venture into luxury personalisation, and offers buyers the chance to add customised touches to garments from polo shirts to blazers, caps to bags.

Polo Ralph Lauren launch their first custom shop

Designed with a relaxed, members’ club feeling, the ‘Interactive Personalisation Hub’ allows consumers to alter designs digitally, putting their own spin on classic Polo pieces and introducing a bespoke element to their smart casual wardrobes.

The choices – although not infinite – are wide-ranging for a company whose personalisation options have been limited to online until now. You can add names, flags, crests and creatures to your clothes, all with the guidance of in store advisors.

Polo Ralph Lauren launch their first custom shop

The dog options will cater for any number of canine enthusiasts, with Rottweilers, Retrievers, Beagles, Boxers and Bulldogs amongst the ten options. You may also choose to embroider a bear on your clothes or accessories – a stylised figure dressed in anything from skiwear or a trench coat to a tartan blazer.

The combinations come alongside the usual choices in colour and fit, meaning that this is true bespoke shopping – and a considerable step up from the simple monogram.

Polo Ralph Lauren launch their first custom shop

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