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FOR IMMEDIATE RELEASE (For Singapore Only)

LACOSTE Relaunches Limited Edition of its 101 Sunglasses from 1980

Singapore, December 8, 2009 - To celebrate the 30th anniversary of the LACOSTE 101, LACOSTE relaunches its legendary 101 sunglasses with a limited edition run of just 1,000 pieces worldwide; 25pairs is available in Singapore. Inspired by the origins of the brand, that first pair of 'La Lunette LACOSTE' sunglasses was a pilot-style frame called '101'. The LACOSTE 101 featured premium quality materials with unique styling and reflected the brand's sporty elegance, making it immediately at home both on and off the court just like the iconic 1212 polo.

The 101 looks as fresh and fabulous today as it did 30 years ago. "The design is so simple, so obvious. It is clean and universal", explains Christophe Pillet, design director of LACOSTE eyewear. "It has the same ingredients, or DNA if you will, as the 1212 polo. What makes these iconic products special is that they were designed for a particular function, not as a mere trend or to follow fashion. That is why they are and will always remain timeless and contemporary."

The 101 has the classic dual bar and bridge signature of an aviator-style. What distinguishes it from its counterparts, however, is that the bridge is inlayed with green enamel, a perfect representation of the two worlds of LACOSTE: sport and elegance.

"The 101 is very graphic. It has the right proportions, is light and large but not oversized. At the time, the 101 had the best lenses to ever exist on sunglasses," Pillet adds. "We asked the production team to recreate the model exactly as it was. The only change we allowed ourselves to make way was to upgrade the quality of the debossed logo on the temples. Everything else is just as it was and should be."

The 101 in 2009

The Limited Edition 101 features the original shape of the padded end-tip for extra grip, and high-quality mineral lenses with anti-reflective and scratch resistant coating that improves contrast and visual acuity, especially in bright overhead light conditions. The LACOSTE and the crocodile logo is printed in white on the outside top of the left lens. You will find a debossed crocodile standing guard at the hinge of each temple, and the word "LACOSTE" boldly embossed inside the bridge.

Inside the right temple of this limited edition version of the 101 is etched a serial number that denotes that particular frame's place in the series of 1000. Collectors will immediately recognize from this exclusive signature that they are the proud owners of an important piece of LACOSTE history.

Packaging redefined

The 101 limited edition packaging reflects the sporty elegant LACOSTE heritage and is in itself a unique work of design.

The white box at once protects its precious contents and serves as a backdrop for the product reveal. Inside, the case is carefully crafted from smooth green rubber with soft, rounded edges. The 101 logo is carved into the case, which feels soft and sporty to the touch. The 101 also comes with its own exclusive cleaning cloth, a special leaflet that documents its history and product design details as well as an Official Certificate Card with serial number of the limited edition product.

Availability

The LACOSTE 101 will be available from December 2009 in some of the best shops in the world, including Colette in Paris, Dover Street Market in London, 10 Corso Como in Milan, and in Singapore. There are only 25 pairs of the Limited Edition 101 in Singapore at selected Better Vision shops, Club 21 (at Hilton International) and selected LACOSTE boutiques. For more details on this unique eyewear, go to www.lacoste101.com.


Image for download:
LACOSTE 101 Image


About the LACOSTE Legend
The LACOSTE legend began in Boston in 1925, when René Lacoste, a tennis superstar of the 1920's and 1930's, made a wager with the captain of his Davis Cup French team that if he won the next game, the captain would buy him an alligator suitcase. An American journalist remembered this and coined Lacoste's nickname, writing: "He didn't win the bag, but he fought like an alligator". Back home alligator became crocodile, and a legend and a logo were born. Soon Lacoste was sporting an embroidered crocodile on the breast pocket of his blazers. In 1933, Lacoste decided to begin manufacturing the perfect shirt for tennis, a polo shirt that he had invented and called the 1212. This polo shirt revolutionized men's sportswear, and Lacoste chose to sign it with a crocodile logo, the first instance of a logo being used on the outside of a piece of clothing. Today, LACOSTE is renowned for quality and has an unrivaled heritage in the sports fashion market. It still makes that original 1212 polo, as well as a full range of lifestyle products, from apparel, footwear, bags and leather goods, to eyewear, watches, home wear, fragrances and mobile phones. In 1980, during the Golden Age of Tennis, LACOSTE expanded its product offering and released its first original eyewear products. Inspired by the origins of the brand, that first pair of 'La Lunette LACOSTE' sunglasses was a pilot-style frame called '101'. The LACOSTE 101 featured premium quality materials with unique styling and reflected the brand's sporty elegance, making it immediately at home both on and off the court just like the iconic 1212 polo. To celebrate the 30th anniversary of the 101, LACOSTE is releasing a limited edition of 1000 pairs.

About Sin Kwang Group
Established in 1954, Sin Kwang Group was founded with the humble goal of providing quality and trustworthy optical solutions. Today, Sin Kwang Group is a reputable distributor of leading International eyewear brands in Singapore, with presence in Indonesia and Malaysia.

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