Last week we saw Lacoste play up its preppy roots with the colorful Lacoste X Jonathan Adler tennis collection, and now we’ve learned the brand is appealing to the Parisian hipster contingent. Talk about a 180.
Lacoste Live, their diffusion brand for the younger set, is partnering with the Cool Cats, a french collective made up of Parisian tastemakers like DJ Pedro Winter (the founder of Ed Banger Records, Daft Punk and Justice’s label) and So-Me (who has directed videos of everyone from Kanye West to MGMT).
According to WWD, the collection will consist of three polo shirts, two T-shirts, a varsity jacket, a cardigan, a sweater, a bag and shoes, and will hit stores next month. If the on-trend varsity jacket above is any indication of what the line will entail, we think it’s safe to say we’ll be clawing after it. Pun reluctantly intended.