Lacoste has changed the name of its younger fashion line RED!, launched last year, to L!VE. The first collection of L!VE for men is already in stores, while the first line for women will debut next fall. To reinforce its separate classification from the brand’s Sport, Sportswear and Club collections, Lacoste L!VE opened its first store in New York’s SoHo neighborhood. The company has planned approximately 60 store openings, with Paris, London, Berlin and Zurich slated to open in the next several months.
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