Supreme helps Lacoste embrace its 90s streetwear craze

As previously reported in Fashion Network, French clothing company Lacoste’s rumored collaboration with Supreme is now a reality. Supreme took to Instagram, its preferred means of communication, to release the first images of its capsule collection with the French brand. The collection is expected to launch March 16. 

Supreme fait renouer Lacoste avec le streetwear des années 90. - Supreme/Instagram

Launched in 1933 by René Lacoste, the brand has taken the surprising step of reconnecting with its streetwear roots from the 1990s. During that decade, working class youth and popular rappers began to sport size XL Lacoste t-shirts, tennis shirts with turned up collars and caps adorned with the Lacoste signature crocodile. At the time, the brand was somewhat uncomfortable with the phenomenon, instead trying to position itself as a chic sportswear label.

Similarly to Supreme’s collaboration with Louis Vuitton, rumours of a Supreme x Lacoste collaboration circulated on social media for weeks. Supreme has made a mark on skate culture, but also on the larger fashion stage, taking part in various collaborations that span from sportswear to ready-to-wear luxury, including labels like Aquascutum.
The collection, which will also feature sweaters, polo shirts and pants, will be available online and in Supreme stores in New York, Los Angeles, London and Paris. According to the Supreme website, the collection will not however be available in Lacoste stores. Fashion Network was unable to reach Lacoste on Monday for a statement. 

Translated by Jennifer Braun

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