Dive Brief:

• Netflix has partnered with fashion brand Lacoste for a new collection inspired by some of the streamer’s most popular shows, according to a press release. The collection launched April 12.
• On offer are polos, tracksuits and sweatshirts inspired by titles like “Stranger Things,” “Bridgerton,” and “The Witcher,” that also feature the Lacoste crocodile. Videos intertwining the crocodile with the featured titles promote the tie-up.
• The collection can be shopped online at Lacoste.com and Netflix.shop as well as in select Lacoste stores. It is the latest in the streaming platform’s co-branded clothing collaborations and arrives as it looks to break into new revenue streams, such as its recently launched ad-supported tier.

Dive Insight:

Netflix and Lacoste are seeking to elevate fandom wear with a new collection inspired by eight of the streamer’s top properties. Articles of clothing inspired by “Stranger Things,” “Bridgerton,” “Lupin,” “Money Heist,” “The Witcher,” “Sex Education,” “Shadow and Bone” and “Elite” merge classic Lacoste design elements, such as its iconic crocodile, with themes from the show. The collection elevates what branded merchandise can look like while helping Netflix build brand awareness.

"We think products can be a powerful medium for storytelling and partnering with Lacoste presents a unique opportunity to blend the worlds of fashion and entertainment," said Josh Simon, vice president of consumer product for Netflix, in a press release.

The Lacoste series leans into higher price point goods, and goes beyond the traditional shirts and hoodies usually associated with licensed merchandise, potentially offering a stronger lure for consumers able to spend the money. The Lacoste crocodile, which often appears on the brand’s apparel, is incorporated into many of the designs, with nods to the shows like the head of the crocodile being replaced with the head of a monster from “Stranger Things.”

Netflix is no stranger to co-branded merchandise. Previously, the media company partnered with Vans for a “Stranger Things” collaboration. It also worked with Champion on a “Cobra Kai” inspired line. The move comes just a few months after Netflix launched its ad-supported tier as it looks to attract new viewers to its platform. The new offering got off to a slow start, but has recently shown signs that it is gaining traction.

Lacoste has found success with Netflix already in the form of product placement. For example, the brand last year reported that it had gained $1.8 million worth of exposure within 28 days of appearing in just one episode of “Stranger Things.”