Few brands encapsulate the spirit of American heritage quite like RRL, the vintage-inspired label from Ralph Lauren. Established in 1993, RRL is a tribute to rugged workwear, military apparel, and Western Americana - drawing from a deep well of history to create timeless, high-quality garments. At the heart of this unique aesthetic is Doug Bihlmaier, a key figure behind RRL’s distinct identity and a legendary name in vintage fashion.
The Story of RRL
RRL was born out of Ralph Lauren’s passion for the American frontier, named after his Colorado ranch, the Double RL Ranch. The brand serves as a love letter to the hard-wearing, functional clothing of cowboys, railroad workers, and World War II servicemen. Unlike the polished elegance of Ralph Lauren’s mainline collections, RRL leans into authentic distressing, raw denim, and faded military influences, creating pieces that feel like they’ve already lived a lifetime.
The brand is revered for its meticulous craftsmanship, using vintage construction techniques and premium materials to create garments that feel like rare, one-of-a-kind finds. Whether it’s heavyweight Japanese selvedge denim, hand-distressed leather jackets, or rugged flannel work shirts, RRL continues to celebrate the golden age of American workwear.
Doug Bihlmaier: The Vintage Aficionado
While Ralph Lauren may be the visionary behind RRL, Doug Bihlmaier is the soul of the brand. A longtime collector of vintage clothing and textiles, Bihlmaier’s unmatched eye for Americana has shaped RRL’s signature aesthetic. His role at Ralph Lauren has been pivotal - curating pieces, sourcing fabrics, and influencing designs that feel as though they’ve been pulled straight from a bygone era.
Bihlmaier is known for his uncanny ability to blend history with fashion, bringing a raw authenticity to RRL that sets it apart from other brands attempting to recreate vintage looks. He has spent decades hunting through flea markets, military surplus stores, and obscure textile archives, gathering inspiration for RRL’s collections. His personal collection of workwear, military garments, and Western gear has even influenced some of the brand’s most well-known pieces.
The Influence of RRL Today
RRL has remained a cult favorite among denim enthusiasts, collectors, and those who appreciate the craftsmanship of classic American workwear. With Doug Bihlmaier’s guidance, the brand has built a reputation for creating pieces that feel like heirlooms - clothing that tells a story from the moment you put it on.
From hand-repaired denim jackets to meticulously aged leather boots, every RRL piece embodies a level of authenticity that is rarely found in modern fashion. It’s this dedication to heritage and craftsmanship that has cemented RRL as one of the most respected names in the world of workwear-inspired fashion.
In October 2024, Doug was interviewed by Collectors Gene Radio to talk about his collections.
