Remember LACOSTE RED!, the younger, more playful and energetic brother of LACOSTE? After the colorful line-up debut in New York on the Spring/Summer 2009 runway, the collection has been garnering a lot of attention from the youthful and younger fashion conscious crowd. Two years later, RED! grows up and evolves into a newly christened line, LACOSTE L!VE. Keeping the RED! spirit alive, LACOSTE L!VE keeps the excitement going with the exclamation point, and continues to reinterpret classic LACOSTE codes with a contemporary touch.

LACOSTE L!VE will be focused on clothing and footwear, and also pay tribute to key cultural trends such as music on fashion. The First collection for men was unveiled in Berlin this past July, and the first women’s collection will debut for Fall/Winter 2011.

To celebrate the birth of the line in conjunction with US Open, LACOSTE L!VE will open its first shop in SoHo during the US Open and before New York Fashion Week in September.

Check out the energetic buzz on the new collection of primary color polos (some rendered with optical art). The polo shirts are kept youthful with an ultra-slim fit and fun prints. Aside from optical-art inspired polo shirts, the Spring/Summer 2011 line will also feature painterly, watercolor-like renderings on sweaters and polo shirts, addressing LACOSTE’s tradition of relaxed elegance.

Last but not least, two new styles of footwear has been created for the LACOSTE L!VE collection, and it includes the Chute, a deck-shoes inspired number reworked with Rene Lacoste’s on-court sensibility, and the Himos, a reinterpretation of the American penny loafer.