Header: Courtesy of Lacoste
Lacoste has just opened the doors to its newest and biggest U.S. store on none other than New York’s legendary 5th Avenue. Stretching across 10,000 square feet, the flagship is a full-scale dive into the world of the brand with the iconic crocodile. From the moment you walk in, it’s clear: this is where fashion meets sport in true Lacoste style.
Fashion meets sport, floor by floor
On the ground floor, shoppers will find the Spring-Summer 2025 runway pieces alongside the full womenswear collection and an exclusive capsule you won’t find anywhere else. Head upstairs, and the scene shifts, quite literally, around a towering installation shaped like a deconstructed tennis court. It climbs from floor to ceiling, pulling you right into Lacoste’s sporty roots.
There’s a dedicated footwear zone at the center of the store, while a custom mural highlights the underwear line. Of course, the polo shirt – René Lacoste’s legendary creation – gets a proper spotlight with a Polo Wall and tables stacked with styles in every shade and fabric you can think of.
Don’t miss the Sport Performance area, featuring special items from tennis stars Novak Djokovic and Daniil Medvedev.
A design that plays with Lacoste’s DNA
The flagship’s design is sleek and confident. A mix of concrete, metal, and wood gives the space a clean yet textured feel. Wood panels nod to tennis rackets and pleated skirts, while metallic touches add a high-performance edge. Everything is set up to put the spotlight on the clothes with big windows letting in plenty of natural light to make the colors pop.
It’s a space that feels both fresh and grounded, just like the brand.
A nod to history – and Suzanne Lenglen’s Skirt
History plays a big role here, too. Lacoste’s ties to the U.S. stretch back to the 1920s, when René Lacoste picked up major tennis titles on American soil. The store celebrates this legacy with a display of 90 vintage rackets he designed and patented. Giant green crocodile sculptures, over seven meters long, stretch across the space, bringing the brand’s mascot to life in a playful, larger-than-life way.
And tucked among the collections is the Lenglen bag, inspired by tennis legend Suzanne Lenglen. Its pleated leather design connects sport and fashion in one elegant piece – a tribute to one of the greats and a symbol of Lacoste’s creative direction today.
A green cube on the Avenue that never sleeps
From the outside, the store is hard to miss. The mirrored green cube stands out even on a street as famous as 5th Avenue, catching sunlight and city lights alike. It reflects both the energy of New York and the unmistakable identity of Lacoste: bold, urban, and forever linked to the world of sport.
As Lacoste aims to grow its footprint in the U.S., this flagship store is a clear sign the brand is ready to play bigger than ever before.
