DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2026.05.19
The World’s Only Concept Store Comes to Harajuku
Nearest Station
The French brand LACOSTE, practically synonymous with the polo shirt, has a concept store in Harajuku, a hub where Japan’s street culture intersects with many different cultures. Through initiatives such as customization services and a permanent cafe, the store offers a special experience that goes beyond ordinary shopping.
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Founded in France, LACOSTE is a premium fashion sports brand loved around the world for its refined sporting style. Its founder, the legendary tennis player René Lacoste, is known for developing the piqué polo shirt as tennis wear that was easy to move in, comfortable, and breathable. The brand’s crocodile logo comes from a famous story: René Lacoste’s persistent, powerful playing style was compared to a crocodile that never lets go once it has bitten down.
“LACOSTE Harajuku Store” is located in Ura-Harajuku, one of Tokyo’s leading subculture districts. Built around the concept of “Connect,” the store brings together street culture, French craftsmanship, Japanese aesthetics, sports, fashion, art, music, a cafe, and ties with various brands and people, creating a space where new ideas are born.
On the staircase inside the store, acrylic panels printed with the message “The crocodile is everyone’s language” in multiple languages are displayed. The message suggests that the LACOSTE crocodile is a universal symbol, and the same panels are also said to appear at the brand’s flagship store in Paris.
Ura-Harajuku, where the store is located, is an area along narrow streets lined with distinctive select shops, cafes, and vintage clothing stores. Since the 1990s, it has been known as a mecca of Japanese street fashion.
A message meaning “The crocodile is everyone’s language” is written in six languages.
The round shoe wall at the back of the first floor also stands out as a photo spot. It features a lineup that includes court-style and active-style shoes.
A classic design with subtle tonal panels of smooth leather and suede. BASESHOT PRO ¥15,950
An outdoor-inspired pair based on the design of retro running shoes and finished with decorative details. The outsole is equipped with rubber spikes and is suitable for off-road use. ELITE ACTIVE ¥20,900
When you step inside the store, the first thing that catches your eye is the HARAJUKU FLAGSHIP COLLECTION, a store-exclusive lineup featuring design motifs such as Mt. Fuji and the statue of Hachiko, the loyal dog, at Shibuya Station. The six-item lineup includes T-shirts, hoodies, polo shirts, and caps, making it a fitting choice for souvenirs. On the second floor, the polo shirt section also features rare items, including deadstock pieces and vintage clothing that were stored in warehouses in France.
A Harajuku-exclusive hoodie featuring a Tokyo map as its design motif. The crocodile logo is incorporated alongside Tokyo Tower and other sightseeing spots. ¥23,100
A T-shirt design combining the streets of Harajuku with Mt. Fuji, shrines, and other motifs is popular with visitors to Japan. ¥14,300
A cap embroidered with illustrations of Mt. Fuji and a shrine, along with the words LACOSTE TOKYO, around the crocodile logo. ¥12,100
The polo shirt section on the second floor.
All deadstock and vintage clothing items are one of a kind. The back area also holds rare sample items that are not for sale, and staff members may show them to you if you ask.
Also on the second floor, the MY LACOSTE CUSTOMIZATION corner allows you to choose your favorite logo from more than 70 options and have it attached on the spot to eligible items you purchase. Adding your own touch to a favorite fashion item with patches, embroidery, and other details can make it feel even more special. It is a service that feels especially at home in Harajuku, where fashion lovers gather.
There are more than 70 logos to choose from, mainly featuring designs inspired by national flags from around the world.
The customization corner at the back of the second floor.
Beyond the counter is an atelier equipped with a sewing machine, iron, and other tools.
Le Café Lacoste, the brand’s first permanent cafe, offers special menu items created in collaboration with specialists from various fields. The menu includes coffee made with beans from Belleville, a high-quality specialty coffee shop from Paris; a matcha latte made with matcha from Ippodo Tea, a Kyoto-based Japanese tea shop founded in 1717; and collaborative menu items with BIG BABY ICE CREAM, an ice cream shop in Kawasaki City, Kanagawa Prefecture. True to the store’s concept of “Connect,” the cafe offers a varied menu that brings Paris and Japan together.
The matcha latte, with its balanced bitterness, is ¥600. The ice cream is made without eggs. Single cup ice cream ¥450; crocodile-shaped cookie ¥150
The information contained this article was correct as of 05/19/2026 (the time of publication)
