Ralph Lauren has launched a new range of customized polo shirts, foraying into made-to-order clothing. David Lauren, Chief Innovation and Branding Officer and Vice Chairman, believes the move will help the brand improve its sustainability credentials and control material waste, inventory and markdown costs. Through this initiative, the brand’s e-commerce site will create a custom polo, selecting colors and adding monograms. Ralph Lauren plans to introduce additional customization options, like patterns and logos, next year. The brand has created new machines that can knit the raw thread based on the size needed for each piece. This helps it trim excess scrap from the cutting process.

Ralph Lauren has adopted a multi-pronged marketing approach for its made-to-order clothes. The brand has launched a mobile pop-up store that will visit through several Ralph Lauren stores throughout the country, a Snapchat augmented reality feature and a social campaign featuring unannounced TikTok personalities.

The brand’s global digital sales grew 20 per cent in the third quarter. It expects revenues in current quarter to also show positive growth.