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Lacoste film envisions intelligent polo shirts of the future

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Lacoste is celebrating its 80th birthday and honouring the visionary spirit of its founder, Rene Lacoste, with a video short that highlights how future technology might impact the classic polo shirt.

Created by agency MNSTR, the spot sees the item reinterpreted as an intelligent and dynamic piece of design – one that can change colour to its surroundings, adjust its crocodile logo at the touch of a finger and even add longer length sleeves or better fitting shoulders appropriate to the occasion.

“[It’s] an intelligent polo, a connected polo, one that listens to its environment… a polo with no limits,” reads the write-up.

As though the surface of a tablet or smartphone, the models are seen effortlessly swiping, pinching and adapting various features of the styles they wear throughout. A tennis player keeps score on her front in another frame for instance, while a cyclist turns her horizontal stripes into portrait ones.

And that’s not all… While the spot highlights an “attainable future”, a dedicated microsite at www.lacoste-future.com encourages consumers to imagine “possibilities [that] are endless”. Accordingly, they are invited to send in their own vision of tomorrow’s polo shirt via Facebook.com/Lacoste. The most original and unique ideas will then be featured on that page at a later date.

Appropriately, the initiative launches for December 12, 2012, otherwise known as 12.12.12, which also ties in with the code name Rene Lacoste first gave to the polo shirt in 1933: L.12.12.

You might also like this story: Bloomingdale’s pushes wearable technology with Microsoft Printing Dress for #FNO and this infographic on wearble tech

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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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