RRL Revving up for Wholesale

Looks like Ralph Lauren is preparing to wholesale its line of RRL ("Double RL") products, which began as a wholesale biz in 1993 but has since been exclusive to 3 RRL boutiques, Bergdorf Goodman Men, and some Ralph Lauren flagships. Check out Nov. 27 issue of DNR for their scoop.

The article notes that while Polo Ralph Lauren won't confirm their wholesale plans you can get the skinny by talking to prominent retailers like Villains Vault in San Francisco (Randy Brewer, general manager) and E Street Denim in Chicago (Thomas George, owner). The two are known for being denim destinations and were on a shortlist of potential accounts Polo Ralph Lauren selected to show the collection "in the beginning of December for spring deliveries."

RRL is named after Lauren's family ranch in Colorado and is the designer's take on the dude ranch cowboy look. I sincerely like the jeans can't find the right fit(vintage style denim). What wholesale distributions means to you the denim consumers is there will be more deals for these puppies floating around. And it may become mainstream.