"indifference towards people and the reality in which they live is actually the one and only cardinal sin in design. " - dieter rams

"reading [about dieter rams] was never as powerful as simply using his products.

He defined how it was supposed to be: how industy could responsibily bring useful, well-considered products to many.

His was not an academic experience in modernism. He lived every day with the realities and consequences pf what he and his team designed.

He reamins utterly alone in producing a body of work so consistently beautiful, so right, and so accessible."

- jonathan ive

ralph's book

1967 - Ralph Lauren started his company when he was 28!

In his first year, he sells $500,000 of ties.

1968 - a full line of polo menswear

" I wanted something that got me excited."

1969- polo by ralph lauren shop in Bloomngdales

What he was trying to do was bring a European sense of quality and tradition into an American style and spirit.

I write through my clothes.

clothes were about living

the advertising campaigns became movies in print. It wasn't about seeing a man or woman posing against an anonymous backdrop, but seeing him or her in a life doing something you could relate to or dream about.