The French Rap Lovers, from one generation to the next
Heirs of a community that, in the 90s, made Lacoste a rallying sign for French rap, the French Rap Lovers are still here. And ever more stylish.
Who are they?
They are the origins of Lacoste's strong connection with hip-hop culture. These French rap fans replicate the look that made the brand a must-have in the 1990s when, in France, the group Ärsenik was at its peak.
In the early 90s, Lacoste developed a tracksuit that had been aimed at tennis players. At the same time, hip-hop took off and French breakdancers chose this elegant and practical outfit to perform their moves.
More than a trend, they triggered a real tidal wave. The stars of the French rap scene, especially the group Ärsenik, are wearing Lacoste from head to toe. Fans followed, and thousands of young people proudly wore the crocodile. The Lacoste tracksuit, nicknamed complet" or "Costla", became a real rallying sign. An unprecedented symbol.
Crocodile Dress code
From tracksuits to Girolle caps, bum bags and Lacoste clutches, the French Rap Lovers wear the crocodile in a total-look. By embracing and reinterpreting the bourgeois tennis codes, they inspire people far beyond the borders, with an undeniable influence on the US rap community.
For the Crocodile's 90th anniversary, discover the encounter between the French Rap Lovers from the Paris suburbs and the Amateur Tennis Players from Harlem, New York.
Tribute to Ärsenik
For its anniversary, Lacoste is also creating a series of events around the world.
To kick things off, the crocodile unveiled a Paris pop-up store on May 1 that celebrated the Ärsenik duo and the golden age of French rap. Exhibition, reissue of limited edition archives... Lacoste paid tribute to the group whose look is now part of the heritage, an emblematic style that has become iconic, spreading crocodile tracksuits across the the whole of France. As a conclusion to this first day, Ärsenik performed a standout show in front of an audience of fans.