2018 RALPH LAUREN SNOW BEACH COLLECTION
Launching today is Snow Beach, a limited edition snowboarding collection by Polo Ralph Lauren that commemorates the 25th anniversary of this iconic collection’s original 1993 debut. Comprised of both reissued and reimagined styles inspired by the original collection, a color capsule is now available, with a black & white capsule coming February 1.
The original collection was inspired by the look and attitude of early 1990s when snowboard style was defined by an eclectic mix of color-blocked and graphic technical pieces. With its bold colors and signature logo, Snow Beach introduced a new vibe to the Ralph Lauren aesthetic, less gentrified and more hip hop. These pieces would become highly sought-after collector’s items, as did others in the Polo collections of that era.
FROM “BURY ME WITH THE LO ON”… CLICK IMAGE FOR VIDEO
A recent photography book and documentary, Bury Me With the Lo On, reflects on how this coveted streetwear became the definitive look in black urban subcultures. “During the late-’80s, two groups of teenagers from neighboring areas of Brooklyn came together to form a boosting crew with a common goal — accumulate as much Polo Ralph Lauren as possible, by any means possible”, writes author Thirstin Howl III. “Known as the Lo Lifes, they dressed themselves in the finest garments stolen from every upper-class department store in the tri-state area, while living a reality that was the complete opposite of what Ralph Lauren represented.”
LEFT, RAEKWON FROM WU-TANG CLAN, WHO WORE THE ICONIC SNOW BEACH PULLOVER IN THE 1994 VIDEO, “CAN IT BE ALL SO SIMPLE”… CLICK IMAGE TO VIEW
The affluent slopes of skiing and snowboarding could not be further from this reality, but the Snow Beach campaign imagery was photographed by Tom Gould, director of the documentary, visually tying these eras together. The limited-edition, 10-piece Snow Beach collection is available at select stores and at RalphLauren.com, likely to become a collector’s item again. By the time you read this it will probably be sold out.
