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RRL New London Flagship: Mount Street

Exciting news for denim purists and heritage aficionados everywhere, Ralph Lauren opened its first Double RL European flagship in London last week, in the sought-after Mount Street location, nestled in the heart of Mayfair.

Viewed through a painted wood and glass storefront, the 2,500-square-foot store reflects the brand’s vintage Americana aesthetic combined with the heritage and rustic utility of turn-of-the-century London, complemented by Mount Street’s historic red brick architecture. The store’s two floors showcase distinct areas highlighting the range of Double RL clothing- haberdashery, denim and workwear.

The ground floor resembles a gentlemen’s atelier from days of yore – stocked with formal tailoring and sartorial attire and the basement denotes a more rugged, industrial attitude emphasized by vintage industrial fittings and furniture. This floor houses Double RL’s extensive selection of signature denim and workwear.

Founded in 1993 and named after Ralph and Ricky Lauren’s “Double RL” ranch in Colorado, Double RL is dedicated to time-honored details and the highest quality workmanship, resulting in one-of-a-kind, exceptionally durable pieces. In Spring 2010, Double RL launched womenswear with the same vintage, heritage aesthetic. The brand has enjoyed a cult following among die-hard sartorialist fans and this store opening proves that in times of financial crisis, quality certainly pays.

Photos and info thanks to Loomstate Eat Tarantula and RRL.

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