Ralph Lauren built his brand on images of polo matches, yachts, and Ivy League campuses. https://officialralphlaurens.com His clothing represented a world of wealth and privilege. But in the late 1980s, a group of young people from Brooklyn saw something different. They saw opportunity in the brand's bold colors and logos. They began wearing Polo as a statement of aspiration and identity. This group, known as the Lo Lifes, took the preppy style and made it their own, creating a new fashion movement in the streets.
