Lo Life
In the world of fashion and consumerism, we often find ourselves unwittingly entranced by the power of branding. The appeal of a well-crafted logo or a well-told brand story can be irresistible, leading us to seek out and covet certain products with a fervor that borders on obsession.
This journey began in my high school days in Virginia Beach, where I first fell in love with the streetwear and hip-hop style that dominated the scene. Growing up idolizing Pharrell Williams, I was naturally drawn to the vibrant and colorful designs of brands like Stussy and BAPE, which were all the rage at the time. As a struggling college student, I had to make every penny count, but when Commonwealth, the first streetwear boutique, opened its doors near my campus, I knew I had to splurge. I spent my entire lunch money on Stussy! And those free BAPE sandals from a Japanese fashion magazine? Don't even get me started. The packaging alone was worth the hype. It was the early 2000s, the golden age of streetwear, and I was all in - a fan, a consumer, a fiend for that fresh gear.
But as I grew older and began to navigate the world of video production in the 2010s, I found myself drawn to more practical and functional clothing that could withstand the rigors of travel and long days on set. That's when I discovered Patagonia, whose ethos and commitment to sustainability and environmentalism spoke to me on a deeper level. While laboring for Karmaloop, the digital retail behemoth, I was introduced to the preeminent outdoor clothier, Patagonia, by my co-producer, Will Kaner, who even authored an article for their publication. Naturally, I seized the opportunity to exploit the good 40% staff discount, accruing a surplus of gorp gear. I was adrift in the bewildering world, clad in Patagonia attire juxtaposed with Supreme, a peculiar amalgamation of normcore and Hypebeast. But alas, I was a mere neophyte in my early 30s, needing to be more knowledgeable about the customs and conventions of the scene.
Everything altered at the age of 38, an age I never envisioned, as I achieved the long-elusive milestone of accumulating a million dollars. It pains me to utter such crass numerical values, but truth be told, being a millennial millionaire is the equivalent of attaining a six-figure salary in the 90s. But with all that cash came a weird mid-life crisis that had me second-guessing my fashion choices. It's funny, because my old man, who had lived through some serious immigrant struggles, couldn't even afford to have a mid-life crisis if he wanted to. Crazy how life works, right? I didn't just want to amass a collection of clothes; I wanted to invest in pieces that would stand the test of time, and that I could pass down to future generations as heirlooms.
So there I was, 38 years old in the year of the pandemic, 2020. All my TV gigs and film projects were kaput, but what? I needed a damn break, man. The whole industry was in panic mode, and I felt burned out. Thus, the pandemic imposed an impromptu sabbatical, which led to me spending much more time on social media. And you know what I noticed? My peers were starting to dress a little more grown-up and sophisticated. I started checking out brands like Noah and Rowing Blazers, and damn, those Ivy vibes were calling my name. Not content with merely adding to my collection, I also took to the online marketplace, selling off my streetwear pieces on popular sites like Grailed and eBay. Indeed, it may have been the apex of the resell era, and I certainly reaped the benefits. In fact, I amassed nearly $20k in sales - not bad for a time of boredom and isolation. And yet, with all that surplus cash in hand, I couldn't help but feel that any future clothing purchases must be made with a deep investment in a brand that stood the test of time.
And that's where Ralph Lauren comes in. I've always been a fan of the brand's classic, preppy, all-American design aesthetic, but it wasn't until 2020 that I became truly devoted to it. That year, as the world was plunged into chaos and uncertainty by the COVID-19 pandemic, I found myself seeking solace in the familiar and the timeless
In the past, I always had a thing for Polo, but I was never one of those hardcore "Lo Life" types. And let's be honest, I could never afford those Polo Bear sweaters back in the day. We had a few hand-me-down Polo joints and some CHAPS gear, which all the kids used to clown on. They'd say, "Yo, CHAPS stands for 'Can't Have A Polo Shirt'" haha. But back in 2020, with the extra time, I began to re-explore the world of Ralph Lauren more deeply, immersing myself in the brand's rich history and heritage. I learned about Ralph Lauren's influence on the fashion industry as a whole and how so many other designers and brands have borrowed from and been inspired by his designs. It's pretty charming to observe the extent to which Ralph Lauren's style has permeated the world of streetwear. Every other brand borrows elements from Ralph, with some even flipping the iconic Polo Bear to depict him engaging in questionable activities. The Polo Sport logo, too, has been emulated by countless streetwear brands, so much so that it's impossible to keep track of them all. One can see inspiration in the designs of brands like Aime Leon Dore, Palace, and Supreme, using vibrant colors, bold graphics, and classic silhouettes that pay homage to Ralph Lauren's legendary aesthetic.
In many ways, my journey into the world of Ralph Lauren has reflected my personal growth and evolution. From my early days in Virginia Beach to my struggles and successes as a video director to my current status as a devoted collector and enthusiast, I've come a long way. As I built my own collection of Ralph Lauren pieces, I carefully organized them into categories on a Google Slides document (yes, I know it sounds crazy). And even on film sets for projects I directed, I allowed the costume department to tap into my wardrobe to elevate the characters' looks. But you know what? It's all been worth it. And hey, if that means sharing my closet with the costume department on set, so be it.
Through social media and online forums, I connected with people worldwide who shared my passion for the brand and its timeless style. I discovered community and connection among other Ralph Lauren fans and collectors. And as I built my own collection of Ralph Lauren pieces, I found myself thinking more and more about the idea of legacy and passing things down to future generations. There's something deeply satisfying about knowing that the clothes I'm investing in now will still be relevant and desirable years, even decades, from now.
But why Ralph Lauren, you may ask? Well, for me, it's more than just a brand. It's a symbol of the American Dream. My father, a hardworking immigrant who struggled so that I could have a better life, serves as my blueprint for the American Dream. And Ralph Lauren, with its connection to the all-American design aesthetic and the aspirational qualities it fosters, embodies that dream in a way that speaks to me personally.
Of course, my journey with Ralph Lauren has not been without its bumps in the road. The psychology of brand loyalty and cult-like following, particularly in fashion, becomes evident when examining the emotional connection and aspirational qualities fostered by brands like Ralph Lauren. But for me, the camaraderie and investment in the brand have been a journey of self-discovery and personal growth, culminating in a deep appreciation for Ralph Lauren's timeless appeal and global influence.
In a world that seems to be constantly shifting and changing, the enduring allure of Ralph Lauren has remained a constant for me. And while some may see my devotion to the brand as a sign of being lost in the hypnotic world of branding, I see it as a reflection of my own personal evolution and growth.