Lacoste

Love for the game, the passion for innovation and French elegance. Since 1933, the history of Lacoste reflects that of its founder, René Lacoste, legend of French tennis, who revolutionized the daily wardrobe.

Invented by René Lacoste for greater freedom of movement on tennis courts, the polo in petit piqué is an essential element in the world of sport and fashion.

In the turmoil of the 1920s, the young and talented tennis player René Lacoste is already impressing with his elegant game, his sense of fair play and his originality, which ten years later will become the hallmark of the brand.

1923 - The first crocodile, the birth of a symbol.
After a Davis Cup match in Boston, an American journalist baptized René Lacoste "Alligator", referring to a bet between the tennis player and his coach on a crocodile suitcase.

The artist Robert George will give life to the crocodile logo in 1927.

From 1925 to 1929, René Lacoste collected a series of victories in Grand Slam tournaments and dominated the world rankings: 5 victories at the Internationals of France, 3 wins at Wimbledon and 2 victories at the U.S. Championships.

The revolutionary pole conquers the world and not just sport sports. With his first advertising campaign, René Lacoste officially launches the brand, enters the world of fashion and launches a legend.

Every season has its color! In 1951 René Lacoste unveils the monochromatic poles, followed by the striped polo shirts. In 1958 he launched the Lacoste children's collection.

Clay, grass and even snow! In the 1960s, Lacoste also wore the French ski team.

Present at international level since the 50s, Lacoste began to create international advertising campaigns in the 70s, celebrating the brand's sporting heritage and the elegant à la française style.

After the perfumes and leather goods launched in the 60s, the Lacoste family of products continues to grow, adding sunglasses in 1981 and tennis shoes in 1985.

In 2017, Novak Djokovic becomes the new crocodile. An extraordinary tennis player and a great champion. With René Lacoste he shares the value of elegance in sport, tenacity and fair play.

(text extracted and revised from the official website www.lacoste.com)