Ever thought of buying a shirt from your phone? Polo Ralph Lauren has, and according to a Reuters report, the luxury brand has become the first in its category group to launch a mobile site that allows its customers to purchase clothes from their phones.

While a number of brands have been experimenting with increasing their mobile presence, few have been able to persuade big numbers of American consumers to embrace the new medium. But according to David Lauren, SVP of advertising and son of designer and CEO Ralph Lauren, the company is looking to reach tech-savvy shoppers no matter their demographic.

"This is about someone who's interested in our brand and interested in technology, and wherever the two meet, that's what's appropriate," Lauren said.

The decision comes amid changing realities for luxury brands, which are increasingly looking for ways to bring their high-end products to today's digital world. Late last month, that trend kicked into high-gear when Cartier announced an advertising deal on MySpace.