Ralph Lauren is shutting down its sub-brand ‘Denim & Supply’. Instead the company will cater to the denim market through its brand Polo. Apart from Polo, Ralph Lauren owns brands such as Chaps and Club Monaco. Club Monaco operates 59 stores via licensed partners and 77 department store concessions.

Denim & Supply was created in 2011. Its range featured fine denim items combined with military-style jackets and suits, and included signature pieces with a bohemian vibe. In the last few seasons, the range displayed more of an urban feel. The brand gained recognition for its style, but struggled to attract its 15- to 30 year-old consumer target, due to its high price positioning. It was distributed by denim specialty stores and also available through retail corners in department stores.

Despite enjoying an international presence, with some 20 Denim & Supply branded stores, the label accounted only for a very small part of the Ralph Lauren group's business.

Ralph Lauren has also decided to stop working with the less profitable multi-brand stores: between 20 and 25 per cent of the label’s wholesale clients will not be served any longer. Fashion brand Ralph Lauren, that opened in 1967, is named after its founder.