Subculture: lolo-kids

Posted on 15 December 2010

Back in the mid 90s a subculture was formed called “Lo-life” kids around the Ralph Lauren brand. Originating from the streets of NYC a group of kids would in groups of 50+ would run through department stores and snatch as much Polo wear they could manage. Afterward they would flip some of the gear to make ends meet, but also keep bunch of the gear to rep. To the lo-lo kids everyday was a fashion show and would then take group pics to showcase their style and new pickups.

Dope to see how sub-culture can form around a brand’s lifestyle that was catering to a completely different group. It would be dry to be owner of those department stores that would get all there Ralph Lauren gear stolen, but still interesting to see how today the Ralph Lauren brand caters to a wider range of lifestyles. A more recent collection Ralph Lauren has created is the bear collection.

The good people at Good Wood NYC has created a collection of different chains and pins inspired by Ralph Lauren Bear collection. Its amazing to see how sub-cultures, or a small group of people can influence the world.

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