VIDEO: Denim & Supply Ralph Lauren, SS12

Denim & Supply Ralph Lauren, the newest lifestyle line from the iconic American brand, is proving its worth with the new SS12 collection. A retailing and merchandising powerhouse, Ralph Lauren has long been adept at tapping into what its different audiences want. And with Denim & Supply, the brand is focusing on the in-the-know creative class.

And yes, "in-the-know creative class" is my diplomatic attempt at describing former hipsters, who contrary to some once-thought notions, are turning into a fine lot of responsible, gainfully employed, engaging and rather fabulous people. Ah youth. Urbanist individuality, a home-grown sense of community and multiculturalism are the hallmarks of this evolving group, and are reflected in this approachable, cool and casually stylish collection.