For its 80th anniversary, Lacoste is launching an exceptional never-before-seen collection dubbed Unconventional Chic. It revisits the brand’s timeless style in addition to unveiling the polo of tomorrow, incorporating both tradition and innovation. 80 years of savoir-faire, 80 years of a legend. Lacoste is celebrating its 80th birthday with an exclusive collection that offers a new interpretation of its unique and resolutely current style.
It all started with a round of tennis, when player René Lacoste replaced the traditional long sleeve woven shirt with a short sleeve style, light and more supple. In doing so, he revolutionized masculine and sports fashion, using his famed “petit-piqué” tissue, today one of the principal distinguishing features of Lacoste’s polos. A crocodile was embroidered onto each garment, veritable emblem for the brand that was chosen after a bet between Lacoste and the captain of his Davis Cup team.
Since then, Lacoste has never ceased to reinvent itself all while remaining loyal to what made them a success in the first place: sporty, comfortable, and above all elegant clothing with pure lines, lacking in excess, with selective and chic colors. As its 80th anniversary now rolls around, the famed label is expressing its essence through a never-before-seen collection dubbed Unconventional Chic. It articulates itself through a number of manifestations that rethink symbols, norms, materials, and even the brand’s logo. The launch of this new collection is also being marked by several events: first off the advent of the Edition line, inspired by archival drawings made by Lacoste himself for polos, sunglasses, and tennis shoes. A second line, called Unexpected, revisits the timeless values of the brand through a new innovative vision. But the most original event is without a doubt the launch of a third revolutionary line composed of 12 “polo kits”, each imagined by June TwentyFirst, true collector’s items. Lacoste is also taking up a spirit of “do it yourself” and singularism, as each polo can be personalized with any of a number of techniques: paint, graffiti, couture, embroidery, even flocking.
Lacoste is inviting us to a birthday celebration through which it reveals its destiny and its future, both marked by innovation, renewal, and imagination.
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