Ralph Lauren this week debuted a new Made-to-Order polo that lets customers design their own shirts, which are then crafted on-demand in as little as two weeks. The move follows a trend of on-demand production and hyper-customization that skyrocketed during the pandemic.

Ralph Lauren debuted a Made-to-Order polo that shoppers can customize online. The shirts are manufactured on-demand in as little as two weeks, according to the company.

Each polo is individually created based on the customer’s specifications using Ralph Lauren’s on-demand manufacturing model – with no pre-made inventory. Made-to-Order polos, flat-knit for a soft texture, are available in six designs and 24 color combinations. Customers can create hundreds of looks by choosing the color or color-block of the body, sleeves and collar, they can also add text to each sleeve and change the color and size of the pony logo on the chest.

Additional customization options, logos, limited editions and designs will be available in the coming months through programmed releases, according to a press release from Ralph Lauren.

Ralph Lauren says the new on-demand manufacturing model has immediate and long-term benefits, including reducing product inventory, allowing for rapid fulfillment and agility in meeting consumer desires and taste and eliminating the need for markdowns. Each Made-to-Order polo is knit on demand with panel pieces coming directly off the knitting machine knit to size, resulting in minimal material waste, according to the company.

“Creating custom product is a pretty complex and logistically demanding process, and [it] traditionally touches many hands through the production lifecycle,” David Lauren, chief innovation and branding officer and vice chairman of the board at Ralph Lauren told Glossy. “With our manufacturing-on-demand platform, we’ve created a digital solution that automates the flow of data from the consumer point of purchase directly through to the factory, that enables us to create and deliver a totally custom product in as little as two weeks.”

Ralph Lauren is deploying a global marketing campaign this spring and summer to celebrate the new polo. The campaign includes an experiential mobile popup tour that will visit key markets in the U.S. Ralph Lauren retail stores and select wholesale locations will launch color-themed in-store experiences globally. There will also be a custom-created Snapchat Scan lens that unlocks a Made-to-Order polo experience, and a program with TikTok personalities highlighting individuality and self-expression.

On-demand manufacturing like Ralph Lauren’s model is likely to continue to grow. “There’s an enormous amount of legacy production that should and will eventually shift to on-demand,” according to Brian Rainey, CEO of Gooten, a print-on-demand logistics and fulfillment company. That on-demand trend is making its mark in the promotional products world as well, beyond just digital decoration methods, with companies like Hexa Custom (asi/60557) that offer highly customizable premium outerwear.

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