For the first time, Lacoste and Concepts come together for a sneaker and apparel collection. A fuse between luxury and streetwear, the partnership is inspired by Lacoste’s early Boston heritage, where founder Rene Lacoste was first nicknamed “the Alligator” by a writer at the Boston Evening Transcript, and Concepts first opened their doors in Cambridge MA, in 1996.The highlight of the capsule is the reimagined Storm 96 shoe.

The Storm 96 is a remake of the Velocity sneaker, first introduced in 1996 as Lacoste’s debut running shoe. Keeping the nineties retro vibe in the form of a chunky white heel, the collaborative Storm 96 features beige, white, and grey leather panel details with a contrasting black panel featuring the iridescent Lacoste x Concepts logo. Hits of red appear on the outsole and interior. To celebrate the pairing of brands, the tongue tags carry the unique Lacoste x Concepts branding.

Lacoste Concepts
The capsule also features an extensive range of apparel and additional footwear taking cues from summer nature destinations like Cape Cod and Martha’s Vineyard. 
The exclusive iridescent logo treatment finds its way onto the full collection of tees, hoodies, shorts, track jackets and pants, sweatpants and hats. About the collection Tarek Hassan, CEO and founder of Concepts, says, "Lacoste is a brand grounded in tradition and carries a storied legacy. Those qualities came to life in this collection – it allows us to bring our customers a global heritage brand, but with a unique Concepts twist that brings together the past and future of sport and luxury.”

The heritage shoe will see a limited-edition release of 650 pairs globally. Shop the full Concepts x Lacoste collection launching Friday, Aug. 14, 2020 in stores via Concepts in Boston, New York, Los Angeles, China and Dubai and online via and