Luxury fashion brand Polo Ralph Lauren is stepping into skateboarding through a new campaign that brings together its classic clothing style with modern skate culture.
The brand has tapped Chocolate Skateboards professional skater and model Carlisle Aikens as part of this latest direction, showing a closer link between skateboarding and high-end fashion than what people might expect from Polo.
This is not the first time Polo Ralph Lauren has been involved around skateboarding.
The brand previously worked with Element Skateboards on an outdoor-inspired collection that blended skate clothing with lifestyle pieces built for everyday wear.
READ MORE: Element Skateboards & Polo Ralph Lauren Embrace Nature w/ Their Outdoor Collection
That earlier collaboration helped open the door for more projects tied to skateboarding culture.
Following that, the brand also connected with The Heart Supply and professional skater Jagger Eaton, continuing its interest in working alongside skateboarders who are active in both competition and media.
READ MORE: Pro Skater Jagger Eaton Models For Luxury Brand Polo Ralph Lauren in New Golf Campaign
These collaborations show how the brand has slowly been building relationships within skateboarding rather than entering it all at once.
Skateboarding has grown into a global activity with more attention after being included in the Olympics.
Big companies like Nike, Adidas, New Balance, Converse, and Asics have also increased their involvement in skateboarding footwear and apparel.
That growth has created more opportunities for pro skateboarders to earn income through sponsorships and campaigns, something that was less common years ago.
At the same time, not everyone in the skateboarding community is fully on board with large corporate involvement.
Core skateboarders feel that the culture works best when it stays independent and locally driven, and they question how much influence big fashion and sports companies should have.
On its official Instagram, Polo Ralph Lauren shared a message about its upcoming seasonal collection:
"Signature details of #PoloRLStyle.
For #RalphLaurenSP26, classic rugby shirts and linen layers are elevated with refined accessories.
Featuring special jewelry made in partnership with Native American silversmith Neil Zarama (Chiricahua Apache Nation) as part of our Authentic Makers program.
Discover more from #PoloRalphLauren via the link in bio."
The latest direction shows how Polo Ralph Lauren continues to connect its traditional clothing identity with newer cultural spaces, including skateboarding, while still keeping its focus on premium lifestyle apparel.