Ralph Lauren Launches Luxury Denim

If anyone has the credibility to launch a lux denim line, it’s certainly Ralph Lauren. Set to hit retail in July and priced from $300 to $2,000, according to WWD:

Ralph Lauren Collection Denim features a soup-to-nuts offering, from jeans to chic clothes that happen to be in denim. They include superskinny jeans, jodhpur jeggings, a denim tuxedo and a tailored trenchcoat — in dark black, indigo and distressed denim rinses and treatments like hand-coating to give some pieces a leather feel.

Still, denim is a super tricky category and this collection targets a more sophisticated customer, who isn’t exactly known for setting denim trends. Is this a pricier version of Not Your Daughter’s Jeans or something that has the potential to impact the denim market in a wider way a year or so from now? See more of the collection on the next page.