Boston Beginnings: Concepts Revive the Lacoste Storm 96Release: 14 August 2020
The collaboration celebrates Lacoste’s first running shoe, the Velocity sneaker, which launched in 1923. With the return of the Storm 96, Concepts reimagines the model with some 90s flair, making use of an iridescent logo, dynamic gold-tipped laces, and interchangeable tongue tags. The tongue patches represent each Concepts location across the globe, and can be stored in a bespoke pouch in the tongue, allowing you to change the look on-the-go.
The collaboration is rooted in Lacoste and Concepts’ shared connection to Boston. In August 1923, a journalist writing for the Boston Evening Transcript first coined the nickname ‘The Alligator’ when describing tennis legend René Lacoste, planting the seed for the brand’s now iconic logo.
’Lacoste is grounded in tradition and carries a storied legacy. The brand is highly credible and true to themselves – they don’t chase trends, and have impeccably maintained their classic aesthetic for over 85 years,’ says Tarek Hassan, CEO and founder of Concepts.
‘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.’
The Storm 96 will see a limited-edition release of only 650 pairs on August 14, dropping alongside co-branded hoodies, t-shirts, swimming shorts, a windbreaker, and tracksuits. It will be available exclusively at Concepts stores in Boston and New York City, as well as online via CNCPTS.com and Lacoste’s webstore.