Polo Ralph Lauren is extending its philanthropic efforts by partnering with Feed on a capsule collection of bags and accessories.
Feed was founded by Lauren Bush Lauren, wife of David Lauren, chief innovation officer of Ralph Lauren Corp. It is a socially driven company that works to help end childhood hunger. Since 2007, Feed has provided more than 100 million meals to children globally.
Bush Lauren said Feed has collaborated with the Ralph Lauren company twice in the past, but they were smaller tie-ups involving the now-defunct Rugby brand as well as RRL. “But this one with Polo is much bigger and broader,” she said.
Ralph Lauren is “such a family brand and was looking for a way to give back to children. So the values and the timing aligned,” Bush Lauren added.
The Polo x Feed collection will encompass four styles: a tote bag, backpack, pouch and cap, made of burlap and linen with leather trim details. Each item will feature a stamp highlighting the number of meals the purchase provides to children in need.
The collection will range in price from $65 to $165 and will be available at about five Ralph Lauren stores as well as the company’s web site. It will also be sold at Feed’s retail shop and café in DUMBO in Brooklyn, Bush Lauren said.
Sales of the Polo x Feed collection will benefit No Kid Hungry, a national campaign that provides children with food.
Bush Lauren said No Kid Hungry is “doing amazing work,” and Feed has been working with the charity to provide children access to free breakfast as well as meals over the summer when school is not in session.
She and her Feed team worked with Polo to design the collection. “It was pretty seamless,” she said. “The Feed aesthetic works well with the Polo aesthetic.”
The use of burlap, leather and “industrial logos” also “pays homage to the original Feed bag,” she said. The team started by “trying to nail a hero bag” and then added some complementary products such as the mini pouch and cap at a lower price to allow more people to participate.
The products will launch today for the back-to-school season, but she’s hopeful it lasts beyond that. “We’re hoping to make it a yearly partnership,” Bush Lauren said.
To introduce the collection, the companies will use social media and word of mouth to get the message out. “And the Polo team does a really good job of bringing product to life,” she said. The capsule will also be featured on the Polo app and in the company’s online magazine. There will be two launch events in the Hamptons this month.
The Ralph Lauren Corp. and Polo Ralph Lauren Foundation have raised millions of dollars for different philanthropic efforts over the years. That includes funding breast cancer research and care through the Pink Pony Fund as well as raising funds for global disaster relief. In April, it introduced the Earth Polo, a shirt created from recycled plastic bottles, as part of its sustainability efforts that include sourcing all of its key materials sustainably by 2025.