René Lacoste was first and foremost an elegant player known for fair play and he was also the passionate inventor behind our wardrobe's revolution.
1923: After a Davis Cup match in Boston, an American journalist baptizes René Lacoste “The Alligator” in reference to a bet between the tennis player and his coach over a crocodile suitcase.
The first crocodile, the birth of a symbol
1927: Robert George designed the signature crocodile, which was embroidered on the blazer that Lacoste sported each time he came onto the court. The Lacoste label was effectually launched five years later, in 1933, when Lacoste asked Andre Gillier to embroider the crocodile on the front of his tennis shirt. The company was officially named La Societe Chemise Lacoste. The sportswear was revolutionary at the time because it strayed from the traditional long-sleeved shirt, and instead was a short-sleeved, jersey-knit polo shirt.
1933: Lacoste entered the world of fashion with the launch of its first advertising campaign. The company produced a tennis shirt, also known as a "polo shirt," which Rene Lacoste often wore when he was playing; this had a crocodile (often thought to be an alligator) embroidered on the chest.
Now, the crocodile brand is celebrating its sports heritage with pieces for men, women, and children that are as elegant as they are wearable. If you are looking for quality menswear for your or your special ones then check here the new collection of Lacoste for FW20.
