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EASY RIDERS: Ralph Lauren called attention to the Parisian branch of his Double RL & Co. brand in dramatic fashion on Sunday.
Some 200 vintage motorcycles roared up the Boulevard Saint-Germain and parked in front of Lauren’s flagship, where the Double RL shop is tucked away on the fourth floor.
This story first appeared in the May 27, 2014 issue of WWD. Subscribe Today.
The client event, dubbed the “RRL Riders Tour,” featured a 99-kilometer, or 61.5 mile, motorcycle tour and a display of the customized bikes, the youngest dating from 1998.
Tubs of ice were filled with bottles of Samuel Adams beer to fuel the laid-back, denim-clad crowd, which grazed on mini cheeseburgers and fudge brownies in the leafy courtyard of Ralph’s restaurant. A live performance of country music by Fiona Culley capped off the afternoon.
Present in France since Lauren opened the flagship in 2010 in a painstakingly restored 17th-century town house, the Double RL brand has cultivated a local following for its Japanese denim and rugged, vintage-inspired casualwear. Famous aficionados are said to include singer Vanessa Paradis and actors Jean Dujardin and Johnny Depp.
Double RL, also known as Ralph Lauren RRL, tapped specialty Paris garage Blitz Motorcycles to help organize Sunday’s event, which also featured a “Bike Clinic” and displays of vintage gas-station paraphernalia.