Lacoste celebrates its 90th anniversary with a pop-up store dedicated to rap in Paris

This Saturday, the famous French brand Lacoste opened a pop-up store in Paris, as part of its global campaign to celebrate its 90th anniversary.

Since its inception in 1926, the Lacoste brand has carved out a place for itself in street culture, pop culture, and has even climbed the ranks of the most coveted fashion catwalks, alongside other prolific designers. Today, the Crocodile, the brand's emblem, represents a living heritage, constantly growing and evolving, informed by many different wearers and fans.

To commemorate its 90 years of impact, Lacoste created a campaign called “Impossible Encounters”. This campaign highlights the intricacies of its stylistic and geographic communities, connecting four pairs of Lacoste subcultures together and highlighting their unique differences and similarities.

As part of this campaign, Lacoste will host pop-up stores in each local subculture region throughout the year. The themes of each pop-up will embrace the different cultural areas that Lacoste touches, ranging from vintage shopping to tennis playgrounds. Each pop-up will offer limited edition products, characteristic of each region, and will also serve as a meeting and collaboration space for community members to connect.

The Paris pop-up store, opened on May 13, is the first in a series of three in Paris this year. Fans of the brand will also have the chance to discover another pop-up at Roland-Garros from May 26 to 27, and a last one in Paris from September 29 to 30.

This initiative by Lacoste not only highlights the importance of cultural diversity in the brand's history, but also gives its fans the opportunity to connect and celebrate their love for the iconic crocodile.

Don't forget to check out the Lacoste website for more information on the brand's 90th anniversary and upcoming pop-up stores around the world.