BEEN A WHILE, CROCODILE: Lacoste is capping off its pop-up world tour in celebration of its 90th anniversary and its global fan base with a Paris showcase this coming Thursday and Friday.
The Lacoste Vintage Shop on Rue de Turenne in the Marais will offer a selection by visual artist Julien Boudet, also known as Bleu Mode, and a group of collectors. It includes pieces from the brand’s museum at its headquarters in Troyes, France, that have never been offered for sale before and curated secondhand items, as well as a re-edited version of Lacoste’s distinctive Girolle cap. They will be showcased against a backdrop of archival images and historic documents from the sporting brand’s archives.
It is the ultimate stop on a tour that began in Paris in May, stopping in São Paulo and Seoul before heading to the French Open tennis tournament. September has also seen the label stage showcases in New York and Tokyo. Each pop-up features a distinct concept celebrating the communities that have contributed to the brand and its famous crocodile logo’s iconic status, from sporting enthusiasts to streetwear lovers and collectors of vintage fashion.
The first Paris boutique, for example, highlighted the golden age of French rap, while the one that tied in with the Roland-Garros tennis championship had a sporting theme. In tandem, the brand has been highlighting those communities and how they wear the brand on its social channels.
The label’s history was also the subject of a celebratory exhibition in its hometown of Troyes that closed Sept. 24.