by Stephen Garner
Lacoste x FriendsWithYou

Lacoste is rebooting its crocodile logo by teaming up with three different creatives for spring.

Revised and updated with the candid pen strokes of Samuel Borkson and Arturo Sandoval III of FriendsWithYou, the whimsical style of Jeremyville, and clean lines of Jean-Michel Tixier, the reptile is getting a new look.

Known for their optimistic graphics and positive world view, the three artists have each produced a colorful collection, reinventing the house’s timeless classics from ready-to-wear to accessories in joyful, offbeat, colorful new style. The brand’s polo shirts, essential T-shirts and sweatshirts join caps, watches, leather goods, sneakers and fragrance bottles in three separate collaborations, full of humor. Each one reinvents the Lacoste world in its own, upbeat style.

For Lacoste, FriendsWithYou sent the crocodile into orbit in a colorful, dreamlike world peopled with minimalist, faux-naive characters that see the brand’s sporting roots take a warm and unexpected turn towards kawaii.

Jeremyville created a lavish jungle, where tennis and crocodiles are blended as one. Lost inside a cheeky design worked in his trademark curves, rackets, and tennis balls become hybrid animals; strange, cute little characters who befriend the four-legged reptiles in an abstract and surreal world.

Lacoste x Jean-Michel Tixier

From the pages of glossy magazines to posters on the walls of the trendiest Parisian brasseries, French illustrator Jean-Michel Tixier has created a crocodile modeled on himself and the people around him. The crocodile becomes human as a stylish hipster, upper-class Paris dad, harried trader, Paris dandy and sportswear-mad teen.

The new collections will be available on March 18th in Lacoste’s e-shop and in physical stores.