THE INNOVATOR AND DESIGNER RENE LAKOST, CREATING YOUR OWN BRAND OF SPORTS GOODS IN 1933, SURELY SUSPECTED THAT ALMOST ANY 80 YEARS AFTER A FUNNY Crocodile BECOMES A SYMBOL ELEMENTANOUS.
Today, LACOSTE LAB, led by Christoph Pille, design director of LACOSTE SA, creates not only sportswear and shoes, but also develops stylish sports equipment. What exactly? We ask Christoph Pille himself.
Christoph, what does LACOSTE LAB represent to the modern generation of customers and why?
Innovative solutions have always been one of Lacoste's core business principles. We didn’t think much of it, since the last 20 years all efforts have been devoted to strengthening the fashionable image of the Lacoste brand. But, in addition to the fashion component, there is also a practical side. Rene Lacoste himself, being an excellent tennis player, created a tennis racket, and balls, and much more. In fact, this is where the company began. We at LACOSTE LAB decided to look back and return the brand a lost share of technical creativity and innovation. This is the main reason for the emergence of our laboratory LACOSTE LAB, which we consider a training ground for young designers, where they are free to search for new forms and create more and more useful things.
Today we are pleased to offer the young generation of sports enthusiasts and devotees of a healthy lifestyle products born within the walls of LACOSTE LAB, namely: golf clubs, bicycles, cricket bats, diving suits, rugby balls, tennis rackets, skiing, motorcycle helmets, surfboards, and even a concept car designed in conjunction with Citroen.
What is the difference between LACOSTE LAB sports equipment and products of other brands, and how were selected sports for which new facilities were created?
The main difference is an element of innovation and unique technologies that we use both in the design and in the manufacture of all objects. We selected sports most carefully, but this was not a difficult task. A similar concept, dictating new approaches to design, can be applied not only to golf or tennis, skiing or cycling. It goes beyond the "brand territory" and provides a larger field for creativity. Therefore, we chose, for example, rugby and surfing, which are not traditional for the LACOSTE brand sports. It is always interesting to go beyond.
Which of the objects is closest to you personally? Do you have any favorite sports for which you would like to come up with original equipment?
Oh, if we talk about objects, then there are no “favorites” among them. I like everything without exception. And if it’s about your favorite sport ... Mmm, perhaps, sleep longer in the morning on a day off - this is my favorite sport (laughs). Well, besides that I like to go jogging, swimming and cycling.
When was the LACOSTE LAB created?
We started around a couple of years ago. The concept of a creative laboratory seemed funny to us. She still remains so. All the LACOSTE LAB product samples that we presented have already gone into the series, although so far in limited. They can be purchased online and at some LACOSTE branded boutiques. We tried to slightly ignore the clear framework for the release of one or another seasonal fashion collection LACOSTE and create a new world of the brand, not limited to changing seasons. And this is just the beginning.
Do you have a lot of designers in your team?
Our entire team is 4-6 people composing on the go.
How did you manage to convince the brand management of the need for LACOSTE LAB? We just shared our ideas with the bosses. And we were told: "Guys! It's cool!" Believe me, in business you do not always need to be serious. Sometimes from a good joke a whole direction for work and creative search can be born. It was important for us to find the right reflection of our ideas so that they did not turn into something boring and ordinary.
Tell me, Christoph, what will happen next?
This is a big secret. But you will soon find out about everything.
Then thank you very much for the conversation. We will wait for new creations.
