Ralph Lauren has launched an eminent golfing line as part of their purple label, promoting high quality and performance. RLX integrates tech and sustainability to produce a combination of utility and style. It was created on the basis of making golf more appealing to young people. Ralph Lauren wanted to step away from the old-fashioned and intimidating nature of the current uniform and adapt a more inclusive identity. Who better to represent this innovation than full-time golfer and Ralph Lauren brand ambassador, Maisie Allan.
Maisie’s love for golfing has been relatively recent. She began golfing before lockdown, but when everything was moved inside, she lost motivation. Maisie neglected physical activity and found it difficult to disconnect from her phone. Like many of us, the isolation of covid carried on into when lockdown was lifted. “I had got so used to being indoors, I felt no need to go back outside.” Golf was a way for her to reconnect with the outdoors.
Being outside creates a better physical and emotional wellbeing. Maisie chooses to wear Ralph Lauren on the course as they aim for their clothes to be lived in. The brand has aligned with the importance of getting young adults back outside, promoting a message to live every day and embrace what nature has to offer. The brand centres around lifestyle which Maisie embraced and the RLX collection inspired Maisie to get on the course with the quality and luxury look it provided.
Ralph Lauren have also modified their golfing line to an everyday look. This allows for golfers, like Maisie, to carry their identity and love for golf with them as they go about other areas of their lives. In a society, where everything is left unknown, it is hard to truly find yourself and to connect to your true identity. We often look for a way to identify ourselves through possessions that supply meaning. Clothes are a form of self-expression and Ralph Lauren connecting golf with their everyday line, allows for that identity to be shown in a simple and effective way. This is embodied in their polo shirts and jumpers, holding the renowned golfing label that Ralph Lauren created for “on and off the links.” A sense of identity is important, and golfing outdoors creates a sense of ownership and attachment to the environment. Having a sport, you can commit to and see progress in enhances self-development. This is why Ralph Lauren bought out their golfing line, to create a sense of identity and bring the opportunity to carry your ownership over golf and the environment with you in daily life. Their new line also appeals to the younger golfers. Six million 18–23-year-olds play golf either competitively or as a hobby but are under-represented. Ralph Lauren’s aim is to create something for this audience, as well as aspiring more young adults to join the sport. “I think the line catering to a younger generation helps break the golfing stereotype of it being an older sport!” agrees Maisie.
Maisie believes that golfing is the simplest way to keep fit and get outside. “I am not an athletic person, if anything I’m quite lazy,” says Maisie. Golf is low intensity with such a social focus that the exercise you are doing goes unnoticed. This is backed up by research highlighting the cardiovascular benefits and improvements in muscle tone among those who have taken up golf for a minimum of 12 weeks. Golf fosters a healthy sense of competition and can relieve stress. Additionally, going outside reduces anxiety so the two paired together is the optimal way to bring young adults living in London back outdoors. With depleting sources of outdoor activities and traditional English weather, finding ways to spend time outdoors can be daunting. A lot of people take to running or a sport that requires a lot of physical skill and commitment. Golf is the perfect balance for those who are new to fitness or simply prioritise leisure rather than complete physical exertion. Maisie told us “You can take golf easy and still notice an improvement in your skills and physical and emotional health.”
Maisie considers the premium label to be part of her identity, both on and off the course. Maisie feels “the label expresses [her] professionalism to the field as they are known for their luxury price tag”. Ralph Lauren’s high-end reputation allows Maisie to express her commitment on the course by showing how much she has invested to the sport. “We are all guilty of being slightly materialistic” says Maisie, “But when I put on Ralph Lauren, I know I’m not only wearing luxury, but something that communicates the right message.”
Ralph Lauren’s tagline itself is “made to be worn” promoting a vibrant energy to get out there and experience what life has to offer. The liberating statement is encapsulated in their golfing line and inspires all their buyers to embrace an active and busy way of life. This creates numerous platforms for a sense of attachment over the environment. Ralph Lauren’s clothing being able to represent a love of golf and the environment strengthens attachment to the outdoors. It encourages common values of identity and will act as an identifier of a likened community, bringing you closer to those that share the same values. Maisie says, “golf is a perfect example of this tagline, combining exercise, brain engagement, community and pride.”
Golfing also offers an opportunity for personal growth. Young adults have the option to play the sport competitively, as a hobby and how ever often they want. All of these choices will grant progress in the sport offering satisfaction and motivation to get better at golf and other aspects of your life. Spending time outdoors whilst playing golf also offers personal growth on its own. Many studies show even spending five minutes outside can improve your mood and boost self-esteem. Self-development is a massive motivator for people, so as soon as progress is seen in golf, it is likely that young adults will stick to the sport. This means that spending time outdoors will become a lifestyle change rather than another resolution we end up breaking.
Ralph Lauren’s focus on aesthetic is one of the main reasons why Maisie choses their collection to wear when playing her sport. “My confidence skyrockets, it’s nice to have an option other than neon”. Ralph Lauren’s RLX collection goes against the traditional, rather garish outfits that dominate the golfing world and instead opts for a neutral, smart and classy appearance. It allows for golf to be embraced rather than avoided, opening the outdoors to young adults in a new way. Ralph Lauren are also hosting several golfing events across London this summer in order to prove that golfing is for young people. There will be music, drinks, food and more showing how dedicated the brand is to it’s cause. Essentially, Ralph Lauren’s created this line with the intention to highlight to young adults that golf and spending time outside as a healthy escape from everyday stress.