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Lacoste celebrates 80 years of innovation with new line
07
May '13
To celebrate 80 years of timeless style, Creative Director of Lacoste has created the exclusive EDITION Collection, reinventing the symbols, materials and codes that epitomize Unconventional Chic.

This collection is truly a chic walk through the Crocodile’s hall of fame as it relies on an 80 year heritage of timeless style and revisits the brand’s simple yet smart iconic pieces.

To design the EDITION polo, some of Rene Lacoste’s drawings were pulled out of the brand archives, as the tennis champion enjoyed sketching few special pieces himself.

This edition offers an exciting product range, including polos and dresses, with vintage nuances like collars with color tipping, to epitomize the classic style of the crocodile. The timeless polo dress has also been recreated, establishing the legendary sportswear label onto the contemporary scene.

For the past 80 years, the iconic right-facing crocodile has embodied the LACOSTE legend with constant innovation, as inspired by their founder, René Lacoste, an inventor and sporting champion.

Evocative of the company’s origins and unconventional chic style, the EDITION Collection represents this important milestone in the brand’s history with a specially crafted, celebratory palette of design and heritage.

CELEBRATING EIGHTY

For eighty years, LACOSTE has built its identity and reputation upon a number of core values inherited from a past history sprinkled with sports achievements and reinforced by the ideas of happiness and “art de vivre”. Authenticity, audacity, empathy and a certain “joie de vivre” inherited from the 30s are the four pillars that made LACOSTE a successful worldwide fashion brand.

Today the brand’s craftsmanship is renowned worldwide, due to the meticulous attention it pays to cut, fabrics, seams and all refined details and distinctive features that have become the Crocodile’s signature. LACOSTE continues to design and sell goods that are sought after for their fine quality.

The fact that the Crocodile is about to turn 80 years old is a rewarding landmark for the brand, but the real great happiness for LACOSTE comes from a plain observation: the Crocodile may be getting on in years but without a wrinkle. The reason why it has not aged a bit in 80 years is that the brand, though taking pride in its heritage, never got too comfortable with its success nor forgot to keep moving forward.

LACOSTE’s perpetual renewing rests on a simple and yet vital principle: build upon and draw inspiration from a great past, but always try to shape the future. The most poignant illustration of this state of mind is the LACOSTE polo shirt. Since the creation of the very first model in 1933, it has been perpetually revisited and reinvented, year after year, decade after decade. So just as the Crocodile, it has become timeless.

Lacoste

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