Ralph Lauren is not an “exciting” brand (look at its fussy “lifestyle” photo spreads, or the models in Ralph Lauren fashion ads…stiff, overly groomed, mostly expressionless, wearing tight, armor-like clothes (even the clothes are photoshopped). When Ralph Lauren described its new men’s cologne, Polo Red* (not to be confused with Big Pony No. 2, also in a red bottle), as a “fiery blend” that “ignites the thrill seeker in every man” I chuckled.

I often wonder why Ralph Lauren, the king of aspirational EVERYthing (clothing, jewelry, even decorating — bedding, bathroom towels, glassware, furniture, paint), hasn’t released an ‘exclusive’ range of fragrances like other design houses (Oscar de la Renta, Tom Ford, Prada, Dolce & Gabbana, Hermès, Van Cleef & Arpels); if ever there was a brand in need of some higher-quality perfumes to match its other expensive merch, it’s Ralph Lauren…

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