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Photographs from inside powerHouse’s 2016 release Lo-Life: An American Classic, written by Jackson Blount and Rack-Lo @rackloracklo.

Lo-Life: An American Classic documents the personal collections of archival Polo apparel and never before seen vintage photographs amassed by The Lo Life crew.

#lolife #thelolifes #racklo #jacksonblount #powerhousebooks #indiepublishers #80snewyork #newyorkcity #lolifeanamericanclassic #newyorkpublishers

Photographs from inside powerHouse’s 2016 release Lo-Life: An American Classic, written by Jackson Blount and Rack-Lo @rackloracklo.

Lo-Life: An American Classic documents the personal collections of archival Polo apparel and never before seen vintage photographs amassed by The Lo Life crew.

#lolife #thelolifes #racklo #jacksonblount #powerhousebooks #indiepublishers #80snewyork #newyorkcity #lolifeanamericanclassic #newyorkpublishers

Photographs from inside powerHouse’s 2016 release Lo-Life: An American Classic, written by Jackson Blount and Rack-Lo @rackloracklo.

Lo-Life: An American Classic documents the personal collections of archival Polo apparel and never before seen vintage photographs amassed by The Lo Life crew.

#lolife #thelolifes #racklo #jacksonblount #powerhousebooks #indiepublishers #80snewyork #newyorkcity #lolifeanamericanclassic #newyorkpublishers

Photographs from inside powerHouse’s 2016 release Lo-Life: An American Classic, written by Jackson Blount and Rack-Lo @rackloracklo.

Lo-Life: An American Classic documents the personal collections of archival Polo apparel and never before seen vintage photographs amassed by The Lo Life crew.

#lolife #thelolifes #racklo #jacksonblount #powerhousebooks #indiepublishers #80snewyork #newyorkcity #lolifeanamericanclassic #newyorkpublishers

Photographs from inside powerHouse’s 2016 release Lo-Life: An American Classic, written by Jackson Blount and Rack-Lo @rackloracklo.

Lo-Life: An American Classic documents the personal collections of archival Polo apparel and never before seen vintage photographs amassed by The Lo Life crew.

#lolife #thelolifes #racklo #jacksonblount #powerhousebooks #indiepublishers #80snewyork #newyorkcity #lolifeanamericanclassic #newyorkpublishers

Photographs from inside powerHouse’s 2016 release Lo-Life: An American Classic, written by Jackson Blount and Rack-Lo @rackloracklo.

Lo-Life: An American Classic documents the personal collections of archival Polo apparel and never before seen vintage photographs amassed by The Lo Life crew.

#lolife #thelolifes #racklo #jacksonblount #powerhousebooks #indiepublishers #80snewyork #newyorkcity #lolifeanamericanclassic #newyorkpublishers

ALL LEATHER "SNOW BEACH" HAT 🔥🔥🔥💯 BE ONE OF THE FIRST PEOPLE IN THE WORLD WITH THIS CLASSIC ITEM. 🔥🔥💯 Limited Edition. DM to order. Shipping Worldwide 🌍 #racklo #rackloarchives #lolife #lolifes Rack-Lo and @ferrerforeal06 @meedee_y

RACK-LO IN LONDON 🇬🇧 Shout out to my famiLLy @suicideskier @ashman37 SARAH @glasgow_lo_addicts SaLLute 🔥🔥🔥💪💪#racklo #rackloarchives #lolife #lolifes #london

RACK-LO IN LONDON 🇬🇧 Shout out to my famiLLy @suicideskier @ashman37 SARAH @glasgow_lo_addicts SaLLute 🔥🔥🔥💪💪#racklo #rackloarchives #lolife #lolifes #london

RACK-LO IN LONDON 🇬🇧 Shout out to my famiLLy @suicideskier @ashman37 SARAH @glasgow_lo_addicts SaLLute 🔥🔥🔥💪💪#racklo #rackloarchives #lolife #lolifes #london

RACK-LO IN LONDON 🇬🇧 Shout out to my famiLLy @suicideskier @ashman37 SARAH @glasgow_lo_addicts SaLLute 🔥🔥🔥💪💪#racklo #rackloarchives #lolife #lolifes #london

RACK-LO IN LONDON 🇬🇧 Shout out to my famiLLy @suicideskier @ashman37 SARAH @glasgow_lo_addicts SaLLute 🔥🔥🔥💪💪#racklo #rackloarchives #lolife #lolifes #london

RACK-LO IN LONDON 🇬🇧 Shout out to my famiLLy @suicideskier @ashman37 SARAH @glasgow_lo_addicts SaLLute 🔥🔥🔥💪💪#racklo #rackloarchives #lolife #lolifes #london

RACK-LO IN LONDON 🇬🇧 Shout out to my famiLLy @suicideskier @ashman37 SARAH @glasgow_lo_addicts SaLLute 🔥🔥🔥💪💪#racklo #rackloarchives #lolife #lolifes #london

RACK-LO IN LONDON 🇬🇧 Shout out to my famiLLy @suicideskier @ashman37 SARAH @glasgow_lo_addicts SaLLute 🔥🔥🔥💪💪#racklo #rackloarchives #lolife #lolifes #london

Young Rack-Lo (YeLLow) and The Originators 🔥💯💪 #racklo #rackloarchives #lolife #lolifes #hiphop

Rack-Lo PoLo Godfather in TOKYO 🇯🇵JAPAN 🇯🇵 ✈️💯 Shout out to my entire JapanFamily @theapartment_tokyo SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #lolifeinjapan

Rack-Lo PoLo Godfather in TOKYO 🇯🇵JAPAN 🇯🇵 ✈️💯 Shout out to my entire JapanFamily @theapartment_tokyo SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #lolifeinjapan

Rack-Lo PoLo Godfather in TOKYO 🇯🇵JAPAN 🇯🇵 ✈️💯 Shout out to my entire JapanFamily @theapartment_tokyo SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #lolifeinjapan

Rack-Lo PoLo Godfather in TOKYO 🇯🇵JAPAN 🇯🇵 ✈️💯 Shout out to my entire JapanFamily @theapartment_tokyo SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #lolifeinjapan

Rack-Lo PoLo Godfather in TOKYO 🇯🇵JAPAN 🇯🇵 ✈️💯 Shout out to my entire JapanFamily @theapartment_tokyo SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #lolifeinjapan

Rack-Lo PoLo Godfather in TOKYO 🇯🇵JAPAN 🇯🇵 ✈️💯 Shout out to my entire JapanFamily @theapartment_tokyo SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #lolifeinjapan

Rack-Lo PoLo Godfather in TOKYO 🇯🇵JAPAN 🇯🇵 ✈️💯 Shout out to my entire JapanFamily @theapartment_tokyo SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #lolifeinjapan

Rack-Lo PoLo Godfather in TOKYO 🇯🇵JAPAN 🇯🇵 ✈️💯 Shout out to my entire JapanFamily @theapartment_tokyo SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #lolifeinjapan

Ralph Lauren Everything, Click Link In Bio for Tickets. SAVE THE DATE (Sunday) July 12th (3:00 PM). This is a commemoration FUND RAISER show for my wife SHEENA ❤️❤️🙏🕊🌹. Honoring her styles, her legacyand her love for fashion and beauty. Models will be styledin various RL LINES along with the innovative and creative designs of @ferrerforeal06 and Rack-Lo. Join us for this special occasion. I will also explore the Rack-Lo and Sheena love story and how we became a power couple, power family and fashion legends in NYC and abroad. In addition, there will also be music, filming, photography, food and pop up shop. JOIN US. Hope to see you all there. Much Love! SaLLute 💯 #racklo #rackloarchives #shileenabillipsforever #sheenaday #fashionshow

Ralph Lauren Everything, Click Link In Bio for Tickets. SAVE THE DATE (Sunday) July 12th (3:00 PM). This is a commemoration FUND RAISER show for my wife SHEENA ❤️❤️🙏🕊🌹. Honoring her styles, her legacyand her love for fashion and beauty. Models will be styledin various RL LINES along with the innovative and creative designs of @ferrerforeal06 and Rack-Lo. Join us for this special occasion. I will also explore the Rack-Lo and Sheena love story and how we became a power couple, power family and fashion legends in NYC and abroad. In addition, there will also be music, filming, photography, food and pop up shop. JOIN US. Hope to see you all there. Much Love! SaLLute 💯 #racklo #rackloarchives #shileenabillipsforever #sheenaday #fashionshow

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

Ralph Lifshitz was born in 1939 to Jewish working class immigrants in the Bronx. He was the youngest of 4 children, and his only clothes to wear were his brothers’ hand me downs. His father was a house painter and amateur artist, ingraining the importance of aesthetics in Ralph’s mind. As a boy he’d escape to the cinema, taking in how well-dressed the actors and actresses were. At age 16 Ralph and his brother changed their last name, due to much teasing about it.
In 1967, Ralph Lauren called up his childhood friend Warren Holstein to tell him he was starting his own business. He asked if the name should be ‘Players’ or ‘Polo.’ Holstein gave him advice that he noted and ignored; Polo Ralph Lauren was born.
Marketed toward upper-class white folk, the brand took to a new market in the 80’s; young black teens who needed money. They started stealing things like jewellery to sell, then it went to name brand clothes, and then became a competition. It wasn’t just about boosting to get money, it was about who could get the craziest gear. The culture didn’t start with Polo. It was happening with brands like Kangol and shoes like Gazelles. They would steal everything, but when all other brands went out of fashion, Ralph Lauren was the one that stuck.
Prior to 88, the boosting crews in Brooklyn were The Ralphies Kids from St John’s and Utica, and the United Shoplifting Association from Brownsville. Rack Lo lived in both areas and brought both crews together. People started calling them Polo Posse and they despised the name. As a matter of fate, on one occasion a girl called them low life’s for always stealing something. They realised they always called the brand ‘Lo’ and ran with the name.
Lo Life culture became dangerous. It became a religion. You needed Lo branded everything. People would get killed for Lo. Sometimes a group of 20 would rob one guy for Lo. It was incredibly valuable.
You would think all this stealing would cause the brand to lose money, but the Lo Life’s were introducing the brand to a whole new audience. They were making the brand cool in the hood.

R.I.P. Fats Capone, Boostin Billy, Pumpkin, & Marco Polo

#081173

🚨 CASTING CALL NYC - attention models -
FOR @lolifebrand
Meet the Desinger @rackloracklo
Casting date June 2nd
Show date July 12th
Location downtown Brooklyn at @happymunkey_ dispensary 21+
Dm @dannyboards for more info.
We are selecting 25 models

The Era was 1988-1989. Young Rack-Lo and The Energy of Visionaries 🔥🔥🔥💪💪💯 #rackloarchives #racklo #lolife #thedeuce #logooseonthedeuce

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Rack-Lo PoLo Godfather in PARIS 🇫🇷 FRANCE with my brother @avrock75 LO GOOSE ON THE EIFFEL TOWER ✈️💯 Shout out to my entire Paris Family @parispoloclub SaLLute 🔥🔥🔥 #rackloarchives #racklo #lolife #eiffeltower🗼#paris

Ralph Lauren Everything, Click Link In Bio for Tickets. SAVE THE DATE (Sunday) July 12th (3:00 PM). This is a commemoration FUND RAISER show for my wife SHEENA ❤️❤️🙏🕊🌹. Honoring her styles, her legacyand her love for fashion and beauty. Models will be styledin various RL LINES along with the innovative and creative designs of @ferrerforeal06 and Rack-Lo. Join us for this special occasion. I will also explore the Rack-Lo and Sheena love story and how we became a power couple, power family and fashion legends in NYC and abroad. In addition, there will also be music, filming, photography, food and pop up shop. JOIN US. Hope to see you all there. Much Love! SaLLute 💯 #racklo #rackloarchives #shileenabillipsforever #sheenaday #fashionshow

Ralph Lauren Everything, Click Link In Bio for Tickets. SAVE THE DATE (Sunday) July 12th (3:00 PM). This is a commemoration FUND RAISER show for my wife SHEENA ❤️❤️🙏🕊🌹. Honoring her styles, her legacyand her love for fashion and beauty. Models will be styledin various RL LINES along with the innovative and creative designs of @ferrerforeal06 and Rack-Lo. Join us for this special occasion. I will also explore the Rack-Lo and Sheena love story and how we became a power couple, power family and fashion legends in NYC and abroad. In addition, there will also be music, filming, photography, food and pop up shop. JOIN US. Hope to see you all there. Much Love! SaLLute 💯 #racklo #rackloarchives #shileenabillipsforever #sheenaday #fashionshow

Ralph Lauren Everything, Click Link In Bio for Tickets. SAVE THE DATE (Sunday) July 12th (3:00 PM). This is a commemoration FUND RAISER show for my wife SHEENA ❤️❤️🙏🕊🌹. Honoring her styles, her legacyand her love for fashion and beauty. Models will be styledin various RL LINES along with the innovative and creative designs of @ferrerforeal06 and Rack-Lo. Join us for this special occasion. I will also explore the Rack-Lo and Sheena love story and how we became a power couple, power family and fashion legends in NYC and abroad. In addition, there will also be music, filming, photography, food and pop up shop. JOIN US. Hope to see you all there. Much Love! SaLLute 💯 #racklo #rackloarchives #shileenabillipsforever #sheenaday #fashionshow

Ralph Lauren Everything, Click Link In Bio for Tickets. SAVE THE DATE (Sunday) July 12th (3:00 PM). This is a commemoration FUND RAISER show for my wife SHEENA ❤️❤️🙏🕊🌹. Honoring her styles, her legacyand her love for fashion and beauty. Models will be styledin various RL LINES along with the innovative and creative designs of @ferrerforeal06 and Rack-Lo. Join us for this special occasion. I will also explore the Rack-Lo and Sheena love story and how we became a power couple, power family and fashion legends in NYC and abroad. In addition, there will also be music, filming, photography, food and pop up shop. JOIN US. Hope to see you all there. Much Love! SaLLute 💯 #racklo #rackloarchives #shileenabillipsforever #sheenaday #fashionshow