Want of the Day: Rugby Selvedge Jeans

Working hard to reclaim the bragging rights to being the country built on denim, currently held, according to those who follow these things, by Japan, Rugby has introduced some killer limited-edition selvedge jeans.

At $398.00 they are by no means cheap, but this being the world of Ralph Lauren, you also get some outstanding packaging,  a neat booklet and coordinating repp necktie.  The actual denim is manufactured by Cone Denim of Greenville, North Carolina, on 100 year-old shuttle looms.  It takes longer to make, uses more cotton than traditionally manufactured mass market denim and costs a whole lot more.

If you want them, don’t hesitate because Rugby only made 100 pair.

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  1. There’s something about Rugby that doesn’t sit right with me. Maybe it’s the branding or their encroachment on Abercrombie territory and clientele–minus the in-store axe and techno.

    It’s a shame that they actually make great clothes. Sometimes core values must be compromised for style.

  2. Doc

    Alternatively, you can purchase just the jeans without the packaging, book, tie, and mark-up for $130.

  3. Interesting point. I think this is a good example of market-based customer targeting. Not so much brand encroachment as seeing a potential customer base and going after it with a lot of cash behind you. While the A&F customer has some similarities with the Rugby customer – and of course is likely the same person – the brand messages are still distinct enough to keep the kids coming back to both.

  4. Definitely agree, though I’m not sure how much the different brand messages contribute to both being successful. Seems to me that a different name–and a different storefront–is really all that’s needed. Just look at American Eagle, Hollister, A&F, Aeropostale, etc. All have in essence the same brand message, yet all have survived. (Not that I would ever contribute to this!)

    I think the difference with Rugby is one that not many people realize: they actually make really good stuff! The shirts fit nicely for casual wear and the pants have a surprisingly spot-on silhouette (not easily done by such a large brand). While I may not share many profile characteristics of their target market, I must admit I do like their product.

  5. Doc

    So I ordered one of their “brass buckle belts” as it’s nearly impossible to find a brown belt with “antiqued” brass buckle in a 1 1/4″ width. Received it yesterday and it’s very well made. Spot on execution with the design as well. The buckle is large enough for the belt, but not overwhelming and chunky.

  6. DOC – Great note, thanks very much. Rugby, in fact pretty much any RL brand, can always be counted on for quality and product integrity.

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