To celebrate its 80th birthday, LACOSTE gave Peter Saville free rein to play with its iconic L.12.12 polo shirt for the brand’s 2013 “Holiday Collector series“. With humour, intelligence and creativity, Saville succeeded in his mission to twist the cult classic polo and turn it into a contemporary collectable. Rather than changing the polo shirt’s shape or color, he decided to playfully experiment with the crocodile. Saville kept the garment’s classic white and the original green of its logo, but pushed the crocodile to its limits by turning it into a doodle, blur, or simple line. “I like the idea of challenging the brand identity“, he explains.
He further added, “When we create art we ask questions, whereas traditionally design gives answers. The issue here is that LACOSTE’s logo is so inherent to the brand’s identity that it stays present even when it no longer resembles itself. My conclusion is that the LACOSTE identity is immortal“.
Two collections will be available from the collaboration: The Lacoste Holiday Collector series N° 8 collection consisting of the signature polo shirt for men and a polo shirt for women in white with eight choices of “crazy crocodiles” and The Lacoste 2013 Limited Edition Collection that is comprised of only 80 units for women and 80 units for men, all sporting a different and completely unique logo. Each piece has a certificate of authenticity signed and numbered by Peter Saville. It goes without saying that there won’t be enough for everybody