The brand envisions a shirt that changes color when the wearer touches the alligator logo.

We've seen shirts that display the wearer's Facebook status, a sweater that plays a live video feed, and even a shirt that lights up in sync with the wearer's heart beat. But what can we expect from Lacoste, the traditionally ‘preppy' brand that arguably hit its stride in the 1980s?

Created in celebration of the brand's 80th birthday, Lacoste imagines a polo of the future that can change colors by touching the alligator logo, update to display a tennis score in real-time, and be magically altered with simple hand gestures. While the effects in the video are hardly real, it does show how the brand has its thoughts turned towards innovation in the digital age. And however far-fetched a color-changing shirt may seem, we've already seen shirts with removable prints and heat-sensitive clothing. The future may not be so far off, after all.

PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)