Making a powerful statement of its legacy and future in the United States, Lacoste has opened its doors to its new flagship on New York’s iconic Fifth Avenue.  Lacoste views the U.S. not only as a vital market, but as a longtime partner in their global story as a trailblazer in fashion-sport.

The brand’s latest space spanning over 10,000 square feet, which is more than just a store is a curated experience that brings the world of the infamous Crocodile to life. The flagship celebrates Lacoste’s rich heritage while reflecting its bold ambition to further shape its presence across the Atlantic, from timeless icons to contemporary collections.

Set within a strikingly designed space that reimagines Lacoste’s iconic fashion and sport heritage, the new flagship invites visitors to explore the brand’s full universe.

At the new location, guests can discover the Spring/Summer 2025 runway collection, the latest womenswear line, and a capsule exclusive on the ground floor.

Upstairs, a dramatic floor-to-ceiling deconstructed tennis court serves as the scenographic centrepiece, immersing visitors in the world of Lacoste. Surrounding it, the brand’s collections unfold: a central footwear display draws focus, a dedicated mural showcases the underwear line, and the iconic polo shirt, originally created by René Lacoste, is honoured with a Polo Wall and display tables featuring a full spectrum of colours, materials, and cuts.

 Highlighting standout pieces from Novak Djokovic and Daniil Medvedev, reinforcing Lacoste’s deep ties to the world of sport, the Sport Performance area includes ambassador capsules.

Check out snippets from the swanky new store below.