Written by Jas Kaur in Stockists on the 2nd June 2014

Earlier this week Menswear Style joined Ricki Hall, Game of Thrones star Maisie Williams and John Newman at the reopening of Lacoste’s flagship Regent Street store in London. 

The store closed in 2013 for an extensive refit to reflect the brand’s new “Life is a Beautiful Sport” tagline which was announced in January 2014. 

Occupying two floors and 118 sqm of retail space, the new concept store reinforces Lacoste’s position as a premium sports and fashion label. 

It is the first store to have this treatment and successfully strikes the tricky balance between a minimal premium feel yet still with personality and colour.

On the ground floor you will find their “Maritime Flags” collection which, as the name suggests, has a strong nautical vibe – perfect for a relaxed summer look. 

Up on the first floor is a “Polo lounge” brimming with an extensive range of the iconic L12.12 polo. Long sleeve, short sleeve, bright, dark, pocket, no pocket – there really is something for everyone. 

Personally, I think every man should have at least one of these in their wardrobe. It can be styled in a variety of ways to suit a range of occasions and never goes out of fashion. 

Also on the first floor is a super cute kids range which perfect for those wanting to create a “mini me” look.

From wall mounted tennis rackets on the ground floor to the giant screen on the staircase [playing the brand’s first ever advertising film directed by Seb Edwards], throughout the store there are references to Lacoste’s sporting heritage from its conception in 1933. It gets a five crocodile rating from me.

We attend the star packed launch night and take a look Inside Lacoste’s new London concept store on Regent Street.