In celebration of Ralph Lauren’s 50-year anniversary, the company is set to launch a free mobile app granting loyalists access to exclusive content and limited-edition product releases. Dedicated to the brand’s Polo line, the app was designed to engage with clientele and millennial customers.

“Our goal here is to create a culture and community that we’re a part of, where we can speak to our customers and learn from them,” said David Lauren, chief innovation officer and vice chairman of the board at Ralph Lauren Corporation.

The app will go global in 2019 and provides users with the story behind the Polo Hi-Tech logo and gives them access to editorial features and behind-the-scenes looks into the world of Ralph Lauren. Users can also preview both brand-new and vintage items and receive notifications as soon as they are released for sale. With the “Ask Ralph” function, fans can vote on product designs and submit questions to product designers – helping loyal customers engage with the brand.

Perfect for the Ralph Lauren collector, soon the app will contain a forum for users to connect and trade Ralph Lauren items with each other.

“There are so many people who have been buying, trading and selling Ralph Lauren that we thought it would be interesting to create something that united this community so that they could meet each other and learn about other collectors,” said Lauren.

“It’s an opportunity for people who love Ralph Lauren to see products early and get the first peek at them, but it’s also a site by, for, and about our fans. Very curated, limited-edition stuff that you can’t find online will be here.”