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Ralph Lauren Tests In-Store Color Personalization

New technology would enable shoppers to custom color their garments

Published

2 years ago

November 2, 2021

Jennifer Acevedo

Courtesy of Daniel Acker/Bloomberg/Getty Images

Ralph Lauren flagship stores may offer shoppers the option to use textile coloring technology to custom color their polo shirts in store, according to CNBC. The apparel retailer has been working with textile dye scientists at Dow on a new process for cotton dyeing it calls ECOFAST Pure that reduces chemicals, water and energy use.

“Ralph Lauren will be able to do something like put Color on Demand in one of their flagship stores in New York next year so that you can go in and get your Ralph Lauren polo dyed in the store,” Dow CEO Jim Fitterling said. “That would have never been possible without this technology.”

Earlier this year, Halide Alagöz, Ralph Lauren chief product and sustainability officer, said that the retailer will be able to “meet personalized consumer demands faster than ever before.”

Jennifer Acevedo

Jennifer Acevedo is the editor-in-chief and associate publisher of VMSD magazine.

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