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What do real cowboys wear?

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What do real cowboys wear? by Tree Elven on 29/07/2022
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  • Creative
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  • Controversial
  • Amusing
  • Creative
  • Informative
  • Controversial
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Maybe the first answer to spring to mind is not Ralph Lauren, but the toney US clothing company makes a strong case for its appeal to working cowboys in this 1'10" ad for their denim range. "Built on timeless traditions," says the brand, "our #PoloRalphLauren collection features styles made to last with an array of classic denim, traditional workwear, and patterned shirting." Founded in 1967 by a 28-year-old Ralph Lauren who started by selling his ties, the brand has built its image largely along clean-cut, preppy and sporty lines. Apparently Wranglers and Levis are still the top-selling brands for working cowboys, but perhaps there's a new niche to be moved into as Microsoft founder and multibillionaire Bill Gates continues his farmland spending spree: the world's second-richest man has reportedly bought up 270,000 acres in the USA and is now the largest private owner of farmland there. Having held the title of world's richest man from 1995 to 2010, and from 2013 to 2017, Gates now speaks of 'giving away' his $122.4-billion fortune - to his own foundation. Critics of Gates' financing of global media and other activities question why he is acquiring such a grip on his country's farmland and what's behind his assiduous championing of fake foods such as lab-grown meat replacements. Gates reportedly spends little on his wardrobe, but his image traditionally aligns with Ralph Lauren concepts - he's most often seen wearing jeans or chinos and a button-down shirt with a slung V-neck sweater. Another point he has in common with the fashion designer is that both have been awarded the title Knight Commander of the Most Excellent Order of the British Empire (KBE) - Lauren in 2019 for his services to the fashion industry, and Gates in 2004 "for his contribution to enterprise, employment, education and the voluntary sector in the UK, and for his efforts to reduce poverty in the developing world, including parts of the British Commonwealth". The honour is bestowed by Queen Elizabeth II on the advice of her governments, and although a KBE is the second-highest ranking in the Order, recipients may only use the title Sir/Dame if they are citizens of a country where the queen is head of state. But back to the well-dressed cowboy and Ralph Lauren's use of stunning scenery in this campaign - what do you think?

Keywords: Ralph Lauren denim, Ralph Lauren cowboy ad, outdoor apparel, Bill Gates farmland, USA farmland, US fashion, denim jeans

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