by Stephen Garner

Boston-based retailer Concepts has teamed up with Lacoste on a limited-edition apparel and footwear collection.

The collaboration is rooted in Lacoste and Concepts’ shared connection to the city of Boston, the birthplace of Lacoste and Concepts as they are known today. In August 1923, a journalist writing for the Boston Evening Transcript first coined the moniker “the Alligator” when describing René Lacoste, connecting to the brand’s now signature logo.

“Lacoste is grounded in tradition and carries a storied legacy. The brand is highly credible and true to themselves– they don’t chase trends and have impeccably maintained their classic aesthetic, for over 85 years,” said Tarek Hassan, CEO and founder of Concepts. “Those qualities came to life in this collection– it allows us to bring our customers a global heritage brand, but with a unique Concepts twist.”

The collection is driven by Concepts’ streetwear identity and Lacoste’s French fashion savoir-faire. The Lacoste and Concepts design team found inspiration in summer destinations like Cape Cod and Martha’s Vineyard, resulting in colors like igloo green, sand, praisun, and tanzanite blue, as well as reflective hits that capture the essence of the sun’s reflection during nightfall. Apparel classics like hoodies, t-shirts, swimming shorts, a windbreaker, and tracksuits are elevated with modern iridescent treatments for a streetwear edge.

The collaboration also pays homage to Lacoste’s first running shoe, the Velocity sneaker, which launched in 1923 with the re-introduction of the Storm 96. Concepts reimagined the model while retaining the retro mood of the nineties model with details such as with an iridescent logo, dynamic gold-tipped laces, and interchangeable tongue-tags. There is one patch to mark each Concepts location worldwide, all of which can be stored in a bespoke pouch in the tongue of the shoe to allow for on-the-go changes. The Storm 96 will see a limited-edition release of only 500 pairs in the United States.

The collection will launch on August 14th across the U.S. in Concepts stores in Boston, New York City, and online via and It will also be available at Concepts locations in China and Dubai and on in Europe.