Who were the Lo-Lifes?
The Lo-Lifes were a Brooklyn street gang founded in the late 80s. The Lo-Lifes came to be from the union between the crews Ralphies Kids and Polo U.S.A. These street crews became known for inspiring a fashion movement that redefined how people saw the clothing brand Ralph Lauren.
Ralph Lauren was made for the rich kids, prep schoolers, and the country club, but the Lo-Lifes stole Ralph’s vision and made it their own. They became known for boosting Ralph Lauren off the rack and then repping those same clothes later that night. Many of the Lo-Lifes didn’t come from money, but when they wore Ralph Lauren they felt like they did; they thought it gave them status, respect, and displayed the wealth they otherwise couldn’t afford. The Lo-Lifes changed how many people viewed Ralph Lauren. Instead of only being known for its prestige and wealth, it was revolutionized into hip-hop style and became an urban street wear staple that became represented by rappers and trendsetters. The Lo-Lifes had their own style of dressing called the “Lo Down,” meaning to wear Ralph Lauren from head to toe.
Although Ralph Lauren lost millions from this boosting, they made even more due to the cultural impact this movement had. After the movement, these luxury clothing brands started advertising their luxurious clothes to the communities of color that they had once ignored.
Nowadays, the original Lo-Lifes transitioned into different industries like music and some even started fashion brands of their own. The Lo-Lifes, through their motto (2LL) “Love and Loyalty,” had a major impact on urban street wear and helped redefine the luxurious lifestyle of Ralph Lauren, creating a fashion movement that can still be seen today.
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