The evolution of Lauren’s company came slowly, starting out in department store, eventually moving to the higher end, and is coming back to J.C. Penney in February with his new American Living collection.

For a long time, the world touted France as the fashion capital, everywhere else barely secondary. Over the past 50 or so years, this has changed, with nationality and location becoming less important. As indication of this power shift, one of the greatest (or possibly the greatest) American fashion legends turns 40.

Ralph Lauren started his company in 1967 as a tie maker, and has seen it grow to a $4.3 billion empire. Women alone can shop from nine different lines ranging from the very high end (Collection) to the department store label (Lauren Ralph Lauren). And that is just for women. The options are endless, ranging from children’s clothing, men’s wear, home and more.

“I love what I do,” Lauren told “Women’s Wear Daily.” “I created this baby and I see that we have a long way to go.”

This is evident with his recent expansion into Russia and the launching of his newest brand, Rugby. The evolution of Lauren’s company came slowly, starting out in department store, eventually moving to the higher end, and is coming back to J.C. Penney in February with his new American Living collection.

Ralph Lauren (formerly Ralph Lifshitz) has created a lifestyle centered on certain logos including the Polo pony and his Western inspired clothing and furnishings. Ralph Lauren is not your typical designer, however.

He does not sketch out each collection, picking out fabrics and fitting models. Instead, he relates his vision to a team of designers who turn is ideas into reality. “Fortune Magazine” writes, “He also thinks like a brand manager, a merchant and a customer.”

It is perhaps this difference which separates American designers from traditional European ones. While this is certainly not true for many (maybe most) American brands, it is a change from the old way of creating a fashion business, which first took shape in the United States.

In fact, many designers who worked under Lauren went on to create or head up well known and successful companies (Vera Wang; Thom Browne, of Brooks Brothers; Adam Lippes, of Adam + Eve; Michael Bastian, creative director of Bill Blass; Reed Krakoff, executive creative director of Coach).

Part of the allure of the Ralph Lauren brand is that it creates a lifestyle. Walking into any of his free standing stores is an experience which leaves you desiring his way of life, the Ralph Lauren way of life.

(Sources: Fortune Magazine and Women’s Wear Daily)

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