So Polo opened up one of their new concept shops in Chicago called Rugby a few weeks back. I really like how they segmented their market. They targeting the kinda post-college-Polo-kids that posse’s edgier style. Basically preppy kids that are down with skulls and cross bones. What takes their approach to the next level is this concept of customization. In the shop they have a wall of Polo patches. So you can have at it and basically turn anything you’d like into a 1 of 1 garment. Every season the patches change. Letting people strut their creativity is always a plus. Overall, the stuff isn’t as expensive as you would think and is a refreshing shopping experience. But newsflash…you don’t need Polo to give you this freedom…its called ebay and a tailor and anything you buy you can make your own…duh.