With their tagline, ‘Life is a Beautiful Sport’, Lacoste continue to push the game with their original sports aesthetic laced right up with fashion style.

We’re excited to see the Lacoste footwear collection for SS15 continuing the brand’s sports fashion mantra with shoes for summer coming in a multitude of crocodile flavoured guises.

 

 

Frenchman René Lacoste was a superstar tennis player in the 1920s. But he was also a ‘brand master’ before there was such a thing as a brand.

Lacoste was dubbed “The Crocodile” by his fans and the media, maybe for his athletic boldness, or maybe after a he wagered an alligator-skin suitcase in a bet with the captain of the French Davis Cup team. He embraced the nickname, proudly having a logo of the reptile embroidered onto his sports blazer; his own personal brand before there was a name for such a thing. The brand identity of Lacoste was born, and the brand proper launched in 1933. So Lacoste is a real heritage sports machine.

Current collections make the most of the Lacoste sporting background, whilst pursuing a 2015 contemporary style. Our favourite shoe of the season is the Lacoste Misano perfect for the court or the street. Constructed in premium leather with suede overlays, the Misano has a vintage feel with its super low heritage cut and slim rubber sole. This is a sophisticated trainer hybrid. Its streamlined construction features waxed sport laces, but what of the croc? The branding is suitably understated for such a cool shoe. An embossed metal snapper looks sharp on the leather upper. Whilst the heel features a subtle crocodile skin detail and embroidered Lacoste lettering in the same shade as the leather. Destined to be an ace match winner this summer.

 

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