A polo shirt instead of a club sandwich? The Hoxton andLacoste are turning classic room service into a fashion experience. Together with artist Michael McGregor, they have created a capsule collection available exactly where it belongs: inside the hotel room. It is a brand collaboration that becomes particularly interesting when hospitality and fashion begin to swap roles.
Brand collaborations are hardly new. Sneakers meet luxury fashion, designers meet car manufacturers, artists meet furniture brands. Things become much more interesting, however, when two logos don’t simply appear next to each other, but two brand universes create an entirely new one.
That is precisely what The Hoxton and Lacoste are attempting with their latest collaboration. In September 2026, they are transforming one of hospitality’s most traditional services into something that might best be described as fashionable room service.
Alongside burgers, drinks or a late breakfast, guests at the 19 Hoxton hotels can now order a polo, hoodie, pyjamas or bathrobe straight to their room.
Suddenly, that knock on the hotel door sounds a little more exciting.
Do not disturb. We’re getting dressed.
At the heart of the collaboration is a limited seven-piece capsule collection created by The Hoxton together with Lacoste and Los Angeles-based artist Michael McGregor.
McGregor is an almost perfect accomplice for the experiment. His work frequently focuses on things most of us barely notice: hotel stationery, menus and other seemingly incidental objects become small pieces of design in their own right.
For The Hoxton x Lacoste, he has turned that observational eye towards hotel life itself.
Check-in. Room service. Opening the door to your room. That curious moment when an unfamiliar space becomes your own for a few days.
McGregor translates these situations into illustrations filled with bold typography, humour and a touch of sun-soaked Californian nostalgia. They meet the clean lines and signature green-and-white palette of Lacoste.
The result sits somewhere between hotel memorabilia, streetwear and classic French sportswear.
The crocodile checks in
Naturally, the garment that started the Lacoste story back in 1933 could not be missing: the polo shirt.
For the capsule, the icon has been reimagined and joined by graphic T-shirts, hoodies, pyjamas and a specially designed bathrobe. All pieces are unisex, available from XS to XL, with prices starting at €95.
But the way guests get their hands on the collection is almost as important as the clothes themselves.
The Hoxton and Lacoste haven’t opened a conventional pop-up store..
The hotel room is the shop.
To purchase one of the pieces, guests have to check into one of the 19 Hoxton hotels. Inside, they will find a dedicated room-service card. Choose a piece, place the order – and fashion arrives at the door.
It could hardly be further removed from e-commerce.
And that’s exactly the point.
A cheeseburger with your hoodie
To complete the experience, Michael McGregor has also created a special room-service menu.
It features his personal hotel favourites: cheeseburger and fries, a French omelette and the quintessential club sandwich. Drinks include classic Negronis, Mezcal Negronis and Champagne.
This isn’t meant to reinvent gastronomy. Instead, it creates a lovingly exaggerated vision of hotel life: part retreat, part indulgence, part performance.
Perhaps that means sitting on the bed in your new Lacoste bathrobe, eating fries and drinking Champagne.
Why not?
The hotel as a stage for brands
This is where the collaboration becomes particularly relevant. Because beyond the capsule collection, it reflects a much broader development.
Hotels are increasingly becoming cultural platforms. They are restaurants, bars, galleries, shops and meeting places – environments in which brands can be experienced rather than simply purchased. For fashion labels, hospitality offers something a conventional store struggles to provide: time.
You don’t enter a hotel for ten minutes. You inhabit it for hours or days.
For Lacoste, that means placing its lifestyle universe in a completely different context. For The Hoxton, fashion becomes an extension of the hotel’s identity. And McGregor adds enough personality and humour to ensure the project feels like more than branded merchandise.
The crucial element isn’t the logo.
It’s the ritual surrounding it.
Check in. Discover the card. Order. Hear the knock at the door. Open the package. Put it on.
A product becomes a memory of a place.
Souvenir 2.0
Perhaps that is the most appealing idea behind The Hoxton x Lacoste: a reinvention of the hotel souvenir.
No snow globe. No pen from reception. No bathrobe quietly disappearing into a suitcase.
Instead, a garment deliberately created for a hotel stay – something that can carry a little of that experience home afterwards.
The Hoxton fcelebrates its 20th anniversary in 2026. Since opening its first property in Shoreditch, the brand has expanded from East London to cities including Amsterdam, Paris, Rome, Berlin, Vienna, Los Angeles and Chicago. From the beginning, its identity has been built around the idea that a hotel should not exist in isolation but become part of its neighbourhood and cultural community.
Celebrating its anniversary year with a collection available exclusively through room service therefore feels surprisingly logical.
And Lacoste?
The crocodile has travelled almost everywhere.
Now it’s hanging from the Do not disturb sign.
