The story of Lacoste is one born on the tennis courts of the 1920s, a tale of innovation, elegance, and a memorable animal symbol. It all began with the legendary French tennis player, René Lacoste. Nicknamed "the Crocodile" by the American press due to his tenacious playing style and a bet involving a crocodile-skin suitcase, this moniker would become the cornerstone of a global brand. More than just a nickname, it represented the fighter spirit that defined his career.
In an era when tennis players wore cumbersome long-sleeved shirts and ties, René Lacoste sought a more practical and comfortable alternative. In 1926, he designed a revolutionary short-sleeved pique cotton shirt. This garment, featuring an unstarched collar and a soft, breathable fabric, was a stark contrast to the formal attire of the time. He first wore it at the 1926 U.S. Open, setting the stage for a fashion revolution.
The iconic symbol was embroidered on the chest for the first time in 1933, when René partnered with André Gillier, the founder of the largest French knitwear manufacturer. Together, they launched La Chemise Lacoste, and the classic "L.12.12" polo shirt was born. The name stood for the fabric (L for Lacoste), the number of prototype designs (12), and the type of collar (12, a simple, soft collar). This shirt was an instant success, transcending the sport of tennis to become a symbol of understated luxury and sporty elegance.
Following René's death, the brand experienced a revival and massive global expansion under the leadership of his son, Bernard Lacoste. He understood the potential of the brand's legacy and propelled it into new markets and product lines. Today, Lacoste is more than just polo shirts. It's a complete lifestyle brand, offering fragrances, footwear, leather goods, sunglasses, and even watches, all while retaining the timeless appeal of its signature style.
A modern approach allows the brand to connect with new generations while honoring its heritage. For instance, Lacoste has released limited-edition collections where the crocodile logo is temporarily replaced by other endangered species to support conservation efforts. This blend of classic style and contemporary relevance keeps the brand at the forefront of fashion.
The brand's commitment to quality and style is reflected in its diverse product range. If you wish to explore the variety of Lacoste apparel and accessories available, you can consult this detailed product spreadsheet, which offers a comprehensive overview of their current collections.
From a simple bet on a tennis court to a globally recognized symbol of sporty chic, the Lacoste brand embodies a unique combination of athletic performance and relaxed sophistication. The little green crocodile is not just a logo; it's a legacy of innovation, a testament to a champion's vision for comfort and style that continues to resonate with people around the world.