What’s left for LACOSTE? For one of those megabrands that appears to have produced in every clothing category with the exception of eveningwear, what’s left to extend the brand and appeal to widening consumer base?
Like any great brand, particularly a brand that has a 80-plus years presence, necessity is the mother of invention. With the introduction of their men’s underwear and loungewear line, LACOSTE is looking to appeal to a growing men’s demographic looking for comfortable, stylish underwear and loungewear.
For spring 2015, LACOSTE has partnered with global manufacturer Delta Galil Industries to create a line comprised of five iconic collections (L.12.12 Pique, Motion, Colours, Essentials, Authentics). The line features underwear, sleepwear, and loungewear options. The collection designs and silhouettes demonstrate creativity and innovation, with an emphasis on comfort that pay tribute to LACOSTE’s strong heritage and athletic spirit.
The L.12.12 Pique collection is designed from the brand’s classic L.12.12 polo style, encompassing the breathable and comfortable feel of the iconic fabric, in the season’s palette of saturated blues, red, orange, and signature green. Underwear is represented with a boxer brief, trunk, and classic brief silhouettes featuring a seamless waistband and subtle crocodile logo detail. Loungewear is comprised of super soft basics including a sleep tee, sleep short, and full length lounge pant offered in a variety of soft hues.
Inspired by tennis, the Motion collection is made from a specialized micro-mesh fabrication, which provides wicking and ventilation properties. Available in a trunk and boxer brief, color combinations play on the athletic theme, featuring two-tone, piping details.
The Colours grouping is crafted from patented Real Cool Cotton™ fabric that is designed to keep its wearer cool and dry. Offered in trunks, boxer briefs, and classic briefs, the underwear within the collection come two to a pack in a wide variety of cool and bright color combos. Loungewear tees with a modern fit in the same fabrication are available in classic white, grey, and black.
Essentials, which is a multi pack, is crafted from the world’s softest 100% supima cotton and highlights classic fits: boxer brief, knit boxer, and classic brief in neutrals and fresh saturated colors. Crewneck andv-neck undershirts in a classic fit are offered in neutrals—white, grey, and black—perfect for day and night.
The Authentics collection represents a true take on the heritage of the LACOSTE brand. Anchored by classic gingham checks and prints including a repetitive crocodile logo in a bright array of colors, and soft chambray in classic pastel hues, this collection is offered in a simple, timeless woven boxer silhouettes.
LACOSTE spring lounge and underwear collection is now in 100 LACOSTE stores, as well as Nordstrom, Macy’s, Zappos, and Bloomingdale’s.
—William S. Gooch
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