Who says killers can’t be stylish?

Anders Behring Breivik, the gunman who killed 77 people after a shooting rampage at a youth camp and a bombing in Oslo on July 22, insists on wearing Lacoste sweaters on his trips out of prison. And Lacoste is not happy about it.

The Telegraph reported that the French company has called Breivik’s love of Lacoste a PR “nightmare” and according to Norwegian newspaper Dagbladet, Lacoste execs have written to Oslo police demanding the terrorist be stopped from wearing their clothes.

Breivik has donned a bright red sweater with the signature alligator logo while driving in and out of prison. But according to Dagbladet, he also wore a black sweater by Lacoste in a photograph he used for his manifesto, “2083: A European Declaration of Independence” (which can be read in full online) and has said that wearing the luxury brand “makes it possible to act as an educated European of the conservative character.”

Needless to say, Lacoste would like to get the confessed terrorist out of its preppy styles.

An Oslo police spokesperson told the Telegraph, “The company feels that such a man sporting their clothes could do considerable harm to their reputation.”

But it may be pointless, writes DagbladetThe newspaper interviewed a local marketing professorwho said that Lacoste is overreacting and thus making the PR worse.

“I do not think there’s much else they can do now than to continue to work to make Lacoste to the strong brand it is,” he said. “If they are asked they should strongly condemn what happened, but otherwise there is nothing they can do with this.”

It remains to be seen whether Lacoste will actually succeed at ripping the fuzzy red sweater from Breivik’s hands.

 

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