Some fashion companies sponsor celebrities. Others beg celebrities to stop wearing their clothing. Lacoste, of the famed crocodile logo, has taken a third tack: It's dressing normal people in its clothes. Waiters, busboys, and valets, specifically. Given, the brand has chosen to outfit the employees of some pretty posh places: Nobu's Hamptons location, Soho House, and Hotel Gansevoort, reports the New York Times. "As a consumer, you’re sitting there and Lacoste is all around you," says a partner at a marking firm that works with Lacoste.
"But it’s not in your face screaming to you that there’s a branded moment here in the middle of your meal—it’s an elegantly disruptive activation," he explains. And it might be working: Though one might guess Lacoste's $90 polo shirts wouldn't fare so well in this economy, sales are up 25% over last year. Head to the New York Times for a colorful recounting of Lacoste's history, which began with a tennis player nicknamed "the Crocodile." (Read more fashion stories.)