Forget the startup, become a lacrosse coach.
There's a slow creep of the sport filling my newsfeed.
Good morning, I leave LA tomorrow thank god!
NEWS:
Can’t say I’m surprised that lacrosse is percolating into pop culture. Yesterday, SKIMS posted a campaign that was essentially very Abercrombie circa 2006, sans Bruce Weber. Last year, Heaven by Marc Jacobs posted a similar style of Instagram carousel – it feels like panning across the cool kid table in the high school cafeteria. Raimundo Langlois’s most recent campaign features a WASP getting choked out by another dude with a lacrosse stick in a horny way, not a bullying way. Although, who knows what happens in those locker rooms. Did you see who was at the White House yesterday? Late last summer, a brand called Relax Lacrosse started showing up on my newsfeed. First, by way of Michelle Li looking like a dime in this endless summer outfit, and most recently on Alex Delany promoting his party series, Love Club. The mesh shorts are $80 which is ridiculous to those of us who have worked at Lacrosse Unlimited. Alas, it seems like Relax Lacrosse is building a collab-magnet (they have also done a coquette collection with Beditorial, and a mushroom print with their “friend” Dean). I like lacrosse shorts, I think they look kind of cunty with little heels and a fun top. Did I play? Not really, but I hooked up with the whole team. What I'm more curious about is this emergence of the pre-financial crisis feel to some of the recent creative output from brands – finance guys, corporate fetish, a wink at East Coast lacrosse guys. Everyone wants to reclaim the pre-crisis spirit – holiday parties, expense accounts, all the banks acted like ballers. This morning I tried to learn more about the people behind the brand, which I DM’d back in 2021 about a vintage FIT hat, which makes me think they used to be a reseller… The guy behind the brand wants to remain lowkey, but yes he played lacrosse on the east coast. He told me, “Relax is the purveyor of mehs technology and the gatekeepers of the athleisure underworld – MADE IN THE USA, 2020 - .” When I asked about their plans for the future, he said to never compromise. Alright babe.