analysis of the game: predictions in the fashion world with LofTY
In a world of resurgences, we often turn a blind eye to things only to realize what was right under our nose the whole time.
For me, this happened especially with Lacoste. The brand was founded by tennis player Rene Lacoste in 1929 and was largely worn by the demographic of people that typically play tennis. The bourgeoisie.
If you asked me 10 years ago what I thought about people who wore Lacoste, I would have told you they were jocks, preppy kids, or even douche bags. I avoided these types like the plague.
In 2019, Lacoste is now one of my favorite brands with collaborations with Junya Watanabe, Supreme, and Bape under their belt.
I personally see a huge connection in Lacoste’s roots with Vineyard vines. The latter was founded in 1998 and was marketed towards members of yacht clubs: The bourgeoisie. Different niche of the same market Lacoste was targeting.
Additionally, the brands silhouettes are very similar with soft colored & well tailored pieces & an aquatic mascot patched onto the front pocket.
I already see the bases loading in favor for Vineyard Vines. The brand is making cameo appearances in online stores of fashion forward kids on Depop, Etsy, and Grailed. I believe this is subconsciously giving Vineyard Vines power by association.
So, while I might not personally rock Vineyard Vines, I believe they will be due for a major re-branding in the decades to come. Just remember... you heard it here first.