LACOSTE / EDITORIAL
LACOSTE IS SERVING MORE THAN POLOS & SNEAKERS.
Lacoste decided your closet wasn’t enough anymore. The Crocodile just opened its own permanent café in the middle of Paris. Not some Fashion Week pop-up built for three selfies and a quick exit, but a real spot right by the flagship on Avenue Franklin D. Roosevelt.
One hundred square meters of full Lacoste territory. Deep greens, tennis-coded details and French pastry getting the crocodile treatment. There are 65 seats in the joint, so don’t call this some coffee counter hiding behind a rack of polos. You can eat, chill, shop and basically sit inside the brand for a minute. The Crocodile ain’t selling you the lifestyle anymore. Now you can pull up and live in it.
Built with the Giraudi Group, Café Lacoste lands somewhere between a Paris café, private clubhouse and straight-up concept store. Chef Thierry Paludetto flips French classics into a more urban lane with club sandwiches, seasonal salads and signature pastries shaped like the iconic Lacoste polo. The drinks get their own flex too, from specialty coffee and pistachio or ube lattes to L’Eau de Croco, a mix of coconut water, matcha and ginger. They even reached back into René Lacoste’s own playbook for Le Chose, a drink he originally created in 1967. Heritage on the menu without making the whole place feel like a damn museum.
But the real move here is bigger than coffee and cute polo-shaped desserts. Lacoste is turning decades of brand DNA into an actual place you can walk into, sit down in and take home with you. There’s Lacoste porcelain, dedicated textiles, apparel and enough tennis references in the architecture to know exactly whose house you stepped into without a giant logo screaming in your face. STDY72™ fucks with that kind of move. Don’t throw your history away trying to look young. Flip that history, give it some new energy and make the next generation come to you. The Crocodile has been around since 1933. Now the old bastard is serving coffee in Paris.
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