Lacoste has always had a special relationship with the city of Boston. In 1923, The Boston Evening Transcript first described Rene Lacoste as “the Alligator,” connecting the iconic brand’s logo to its creator. That same year, Lacoste released the Velocity sneaker, the brand’s first running shoe.

To celebrate these significant milestones in Lacoste’s history, the brand has created a collection with Concepts, a Boston-based company that has been blending street, skate and fashion cultures since 1996.

Concepts has modernized the heritage sneaker, transforming it into the limited-edition Storm 96. The sneakers retain the essence of the nineties with contemporary details.

The clothing range has taken inspiration from classic summer destinations such as Cape Cod and Martha’s Vineyard, resulting in colours like igloo green and tanzanite blue. The outcome is timeless and classic apparel with an elevated fresh feel.