Hardly any other brand represents the values of polo as much as the Argentinean label La Martina does. All over the world the popular brand in clothing, accessories and polo equipment currently opens monobrand stores. After the Malaysian capital Kuala Lumpur and Cancun in Mexico now shortly Singapore will follow. In addition, La Martina also launches monoproduct collections with a strong effect. One example are the new, from riding boots inspired ankle boots “Cortos”, which were launched earlier this year at the fashion fair Pitti Immagine Uomo in Florence.

Part of this strategy also was the collaboration between La Martina and the traditional Munich fashion boutique Lodenfrey early in April. In the inimitable style of Guards, La Martina arranged a shop window and thus brought the atmosphere and style of one of the most prestigious polo clubs in the world to the city next to the river Isar. In the shop window and in an internal shop-in-shop, La Martina presented the British passion for polo.

The Guards polo club was founded in 1955 by prince Philip, duke of Edinburgh and consort of Queen Elizabeth II. For many years, La Martina works for the English crown.

The shop window at Lodenfrey is a first step of a strategy with the goal to bring the style and atmosphere of the most famous polo tournaments in the world to the prestigious European multibrand-stores and not just in these create a “culture of polo” which reaches different target groups, captures them and communicates sportive values.


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