The Campaign

Vintage reissue

In the 80’s and 90’s the prestige of Polo Ralph Lauren and the lifestyle the brand represented had become synonymous with success. As a result the brands appeal would be adopted into pop culture, featured in music videos, on red carpets and in film. This was no where more prevalent than in the world of hip hop. The demand for Polo Ralph Lauren was so great it inspired boosting crews blitzing stores and shoplifting as much product as they could. Some carrying entire clothing racks out of Bloomingdale’s.

Photographer and documentary film maker Tom Gould profiled this phenomenon in his film Bury Me With The Lo On. This made him the perfect fit to capture the campaign for the limited edition reissue of one of such product capsules.

The original CP93 was the official uniform for the United States America’s Cup Team. The team had been the feature of the original campaign. For the 2018 reissue we thought why not take it back to that world. Shooting on the 1987 Americas Cup 12 meter Stars and Stripes we took to the seas capturing a classic nautical dreamscape with a fresh perspective.