Everybody in France has a story with Lacoste L.12.12 polos. And it started in 1933, just imagine how many family stories you can get.
I remember my dad wearing one when he was playing tennis with my brother in the 80s. It was a special moment for both of them: a certain attitude, elegance in sports. Wearing Lacoste was about sending messages: you were part of something.
These polos were sorted & picked with a lot of attention: it was not any polo but THE polo that needed to be perfect for the next event.
The brand has changed a lot, and the fan-base has reached new territories: streetwear, hip-hop, casual chic tribes. But the myth keeps rocking.
L.12.12 is a mysterious code: it’s actually a proof of quality. L refers to Lacoste. 1 to “Petit Piqué” Cotton. 2 to the short sleeves model. And the last 12 to the prototype number chosen by René Lacoste. When you see the Crocodile stitched on your polo, you know it’s going to last.
We decided to shoot our tribute to L12.12 in Brick Lane, London. Because it’s a gateway between street culture, boho tribes and worldwide influences. As Lacoste brand, Brick Lane changes a lot: new sorts of people, new stories; but still an inheritance of the people who made this neighborhood.
Lilzeon wears Lacoste L.12.12 polo, from Lacoste Boutique on Madison Avenue, Religion hat, ASOS denim and Urban Outfitters slippers.
Photo: Thien Nguyen