Lacoste x ByCalitos: Madrid’s most urban "Back to School"

Lacoste teams up with Carlos Martín, aka ByCalitos, to give the classic “Back to School” an urban twist. This collaboration centres on five patches that act as small fragments of history, blending Lacoste’s timeless elegance with the authenticity of Madrid’s streets.

Each patch tells a story. From Carlos’s childhood memories to nods to traditional Castilian culture and city symbols that have shaped his style and journey. All of this is connected with the colour palette and FW25 aesthetic of Lacoste.

It’s a project that merges heritage and modernity, sport and culture, past and present. Lacoste once again demonstrates its ability to bridge the classic and the urban, while ByCalitos turns the return to routine into an opportunity to celebrate identity, memory, and self-expression.

The launch took place on Friday 26 September in a private event at Lacoste’s Gran Vía store, attended by friends and followers who joined Carlos to celebrate this new chapter in his journey as a content creator and a reference in urban culture.