Known as some of the most obsessed Ralph Lauren enthusiasts on the planet, the Lo Life Crew has been repping the brand since the group was first formed by Thirstin’ Howl the 3rd and Rack-Lo in 1988.
Recently, Racked was invited to a gathering of crew members – allowing journalist Cameron Wolf to peel back layers on what motivates their sensibilities, as well as their thoughts on contemporary Polo fans like Kanye West.
While a choice excerpt appears below, head here to read the piece in its entirety.
“But she can’t think of a single time that someone from the brand has reached out or acknowledged the Lo Lifes. You could also easily argue that the Lo Lifes are a major part of the reason that Ralph Lauren still carries so much cultural cachet; why rappers like Kanye West readily utters phrases like, “It ain’t Ralph, though,” as a way of setting the brand as the bar for quality. These are the designer’s biggest and most devoted fans and the brand refuses to acknowledge their existence. Ralph Lauren declined to provide a comment for this story.
But even Kanye is dismissed by Sheena, who claims that he’s too far gone in the stratosphere. In Sheena’s eyes, Kanye isn’t on the street level, which is where trends really start. However, the Lo Lifes and Kanye do share a similar perspective on the designer: Ralph is the standard of quality. Sheena says that the Lo Lifes came together as a group of people “seeking a certain quality of life” and remain bonded all these years later through that same principle. Sheena also tells me that the community has come a long way from its boosting roots (although she still recalls sitting at home biting her nails when her husband-to-be was out later than expected) even though people still think they’re a gang because their coordinating, Polo-themed outfits. They’re just a group of people who agree that buying Ralph is a sign that you’ve made it.”