The brand known for classics with a collegiate flavour has transported a little corner of the Ivy League to its newest outpost. Its a line rife with tweed blazers, rugby tees and cable-knit jumpers, all emblazoned with varsity-style logos galore.
After launching in college towns like Chapel Hill and Boston in the US in 2004, Rugby went to Japan. The new London store marks its first foray into Europeapparently, Milan and Paris are jealous.
The brand is also introducing a bespoke service, inviting shoppers to customize polos and rugby shirts with its range of logo badges.