By  on July 6, 2007

PARIS — Leave it to Ralph Lauren to take rugby styles from the pitch to the Parisian streets.

With the Rugby World Cup in France just two months away, Ralph Lauren said it would present a selection of styles from its Rugby brand at Colette in Paris from Sept. 3 to 15 to coincide with the tournament's kickoff here.

"Rugby looks young and hip. It has an attitude, a point of view and it's constantly changing. There's a heritage and a sensibility, but it's not necessarily about fashion, it's about taste and style. It is something that I've thought about for a long time and it's a dream come true," the designer said in a statement.

Rugby, owned by Polo Ralph Lauren Corp., launched its first unit on Newbury Street in Boston in October 2004. It has nine freestanding stores in the U.S., primarily in college towns.

To welcome the brand's launch outside America, Colette plans to remodel a section of its store to resemble the New York shop on University Place. Wood floors, American vintage rugs and furniture and black-and-white posters will create a Rugby shop-in-shop feel.

The collection, for both men and women, boasts authentic details such as vintage-inspired colors and heritage rugby patches. Customers will also be able to customize their rugby shirts by choosing patterns and adding patches.

In addition to the collection, Ralph Lauren teamed up with Colette to create a limited edition line of Rugby shirts. Fifty pieces in four different styles (two styles for women and two for men) will be sold at Colette and in the Rugby store in New York during the same period.

"The Rugby store environment offers a friendly and fun atmosphere. I am pleased to premiere outside the U.S. And it makes sense to premiere at this new and original retail experience at Colette, which is a lifestyle reference to the world," added Lauren.

Meanwhile, other sports authorities are gearing up for the tournament. This year's Rugby World Cup marks the first time Puma will sponsor a national team at the event. It designed the uniforms for the Samoan national team as well as a separate line for its rugby supporters.

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