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The Link Between Emotional Intelligence and Success

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不只是信仰,街頭潮流鼻祖,只穿Ralph Lauren的紐約幫派

在八九十年代的紐約:街頭品牌,潮流文化,嘻哈音樂+生活態度=「Lo Life」群體

如何最簡單的認出「Lo Life」群體?那必須是Ralph Lauren!

想要了解「 Lo-life」團體就得先從老闆兼設計師 Ralph Lauren 開始入手。被譽為美國當代最經典的風格設計師之一,Ralph Lauren是白俄羅斯移民的猶太人,出生在紐約市布魯克林。



由於父親是畫家,耳濡目染下,Ralph Lauren對藝術與穿衣風格從小就有一番見解。1972年,Ralph Lauren 以Polo「」為商標,發表了Polo著名的網眼短袖Polo衫。一共有24款顏色,很快就席捲了整個美國。1974他為電影《了不起的蓋茨比》提供品牌服飾後,其品牌開始一炮而紅。

錢又有閒的 Ralph Lauren Life

在80年代中期90年代初,Polo Ralph Lauren 流行熱潮傳遞到全球,美國文化與精神也深植其中,暢銷全球。Polo Ralph Lauren,幾十年來推出的系列都是為美國富裕會享受的上流人士而打造的 - 例如 : 帆船.滑雪.衝浪.馬球.賽車~等. .這種風格早期被稱為RL Life (即為有錢又有閒的 Ralph Lauren Life)



這種火熱的流行趨勢與文化,當然很快的影響了生活在街頭的貧窮黑人和拉丁裔青少年,他們大多出身貧寒,在他們心底深深的認同 Ralph Lauren 的精神與設計,因為他們認同 Ralph Lauren出身街頭,與他們一樣是外來移民,也是深受種族歧視的群體。他們除了認同他的理念,也想跟穿Ralph Lauren的白領一樣過上高大上的生活!漸漸的在紐約的布魯克林區開始流行起穿Polo RL,但因商品過於昂貴,在當時的紐約,躁動與反叛的年輕人興起了搶劫POLO商品甚至店家的奇怪現象。他們只洗劫身上穿POLO衣服的人們,並且把搶來的衣服.帽子.鞋子除了自己收藏與穿著外,也開始分送給鄰居家人。

這種風氣迅速從一個街區傳到另一個街區,鄰裡間的青少年便開始扎堆聚群,這時候所謂的Lo - Life幫派就正式成形。他們除了崇尚追尋Ralph Lauren的一切,他們全身穿著POLO RL的全系列商品不斷的惹是生非,對他們來說這是一種亞文化。加上說唱歌手 Thirstin Howl the 3rd 和 Rack-Lo 以及布魯克林當地的年輕人的推波助瀾,他們便把原本的「 RL Life」改名為「LO- Life」。除了在字義上保有對Ralph Lauren的敬仰外,LO也取自諧音LOW 也就是美國社會底層的人們的生活方式。

到了80年代末和90年代初這個以「高大上」起家的品牌,被從朋克到運動員;從常春藤盟校的預科生,到街頭工作的城市青少年所有人接受。當然嘻哈音樂的興起對Ralph Lauren的成功起了重要作用。1989年該品牌第一件印有國旗的毛衣上架,又是大獲成功。



當時有為數不少的幫派成員跑路到洛杉磯,這也間接的影響到後來的西海岸的各種亞文化發展。

隨著時間的推移當初躁動的青少年趨於理性,不再惹是生非,出於原本對於POLO RL的熱愛,決定成立「Lo - Life Crew」社群,繼續默默的發揚LO LIFE 精神。剛好也在當時Ralph Lauren首推Polo-Bear系列,當時熊仔幾乎席捲了整個美國,所以他們也發響出一個口號:The Never-Ending Bear!

1992年的巴塞隆納奧運會,Polo RL 為美國隊選手設計的出場服與運動服更被譽為當代之經典!發展至今,Lo - Life 的影響還未消退,所有的亞文化與時裝的解構主義都在圍繞著它的基礎在運行,更別提它的商品的收藏價值!

更多相關資訊及優惠活動,敬請關注Polo 官網

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