Legacy brand Lacoste has unveiled a brand-new look. Sourcing talent from diverse backgrounds and professions, the new #CrocodileInside campaign highlights the freedom of mind, sportsmanship and tenacity that ONE37pm holds dear.
Each guy wears one (or many) Lacoste signature polo shirts in saturated hues. Photographed by the up-and-coming English photographer Oliver Hadlee Pearch, here is your very first look at the new (and in our opinion, improved) Lacoste vibe.
Noah Becker
Instagram handle: @noahalotoftings
Who he is: German DJ
What he does: Son of legendary tennis player Boris Becker, Noah Becker followed his own interests in music and fashion. He researched electronic sounds and soon made a name for himself as a DJ in Germany.
Novak Djokovic
Instagram handle: @djokernole
Who he is: Serbian tennis player
What he does: Considered one of the greatest players in the history of tennis, Novak Djokovic shares the same values as Lacoste founder René Lacoste like tenacity, freedom of movement and artistic expression. He’s the perfect addition to this campaign.
Moha La Squale
Instagram handle: @mohalasquale
Who he is: French rapper
What he does: Despite a difficult childhood, Moha La Squale was spotted by Belgian film director Barney Frydman, who advised him to enroll at the Cours Florent. He has since established himself as a standout rapper.
A$AP Nast
Instagram handle: @asvpxnvst
Who he is: American rapper
What he does: Born in Harlem, New York, A$AP Nast always knew he’d be in music and is a member of A$AP Mob. He is such a Lacoste fan that he has the iconic crocodile tattooed on his chest.
Salif “LaSource” Gueye
Instagram handle: @salif_crookboyz
Who he is: French-Senegalese dancer
What he does: Salif Gueye performed in the streets of Paris and found fame through social media. His tenacity has allowed him to dance all over the world.
Sang Woo Kim
Instagram handle: @sangwo0
Who he is: Korean artist
What he does: Sang Woo Kim listens to his instincts and has become a well-known multidisciplinary artist because of that. He exemplifies the grit and grind of Lacoste.
Alton Mason
Instagram handle: @altonmason
Who he is: American model
What he does: Before becoming a world-famous model, Alton Mason trained rigorously as a dancer. He piled his polos high, rocking the popped collar look of the ’80s.
Rod Paradot
Instagram handle: @rod_paradot
Who he is: French actor
What he does: Coming from a humble background, Rod Paradot didn’t mean to become a film star. But his first film landed him a César award for Most Promising Actor at the age of 19.
Other notables featured in the campaign are Chloë Sevigny, Serena Motola, Ebonee Davis, Clara 3000 and Jamie Bochert.
Related: Get Your First Look at the Nike Air Max 720
Related: Prove Your Allegiance with These AAF Varsity Jackets
