Founding and Early History: Lacoste was founded in 1933 by French tennis champion René Lacoste and his business partner André Gillier, who was the owner of France’s largest knitwear manufacturing firm at the time. The brand’s inception was driven by René Lacoste's desire to create a more comfortable and stylish alternative to the traditional long-sleeve tennis shirts worn by players. Lacoste introduced a revolutionary short-sleeved polo shirt made of lightweight, breathable cotton piqué fabric, which quickly became an iconic garment in both the world of tennis and casual fashion.
René Lacoste, nicknamed "The Crocodile" due to his tenacious playing style, incorporated his famous crocodile logo into the design of the polo shirt, making it one of the earliest instances of visible branding on clothing. The now-iconic crocodile logo first appeared on the chest of the white polo shirt, known as the L.12.12, marking the birth of the Lacoste brand.
Expansion and Innovation: Lacoste initially focused on tennis apparel, but over time it expanded into other sports, including golf and sailing. Throughout the decades, Lacoste diversified its offerings beyond sportswear, creating a full lifestyle brand that includes footwear, fragrances, eyewear, watches, and leather goods.
In the 1960s, the brand began to expand internationally, becoming a symbol of relaxed yet refined French style. The classic polo shirt remained its flagship product, but the brand continued to innovate, introducing new colors, fabrics, and styles. Lacoste’s reputation for quality craftsmanship and its association with the world of sports made it popular among athletes, celebrities, and fashion enthusiasts alike.
Brand Evolution: In the 1980s, Lacoste underwent a major transformation when it partnered with major fashion retailers and embraced a more fashion-forward approach. The brand became synonymous with preppy style, particularly in the U.S., where it was worn by those who valued understated elegance.
In 2001, Lacoste appointed Christophe Lemaire as creative director, who modernized the brand’s image by blending its sports heritage with contemporary fashion trends. This transition helped Lacoste stay relevant in an increasingly competitive fashion industry. Lemaire was succeeded by Felipe Oliveira Baptista in 2010, who continued to push the brand’s creative boundaries, incorporating avant-garde designs while staying true to Lacoste’s roots.
Sustainability and Modern Day: Today, Lacoste is recognized not only for its timeless style but also for its commitment to sustainability. The brand has introduced eco-friendly initiatives, including the use of organic cotton, recycled materials, and eco-conscious manufacturing processes. Lacoste continues to be a leader in the sports-lifestyle segment, blending performance with fashion.
As of the 21st century, the brand is owned by Maus Frères, a Swiss company, but remains deeply connected to its French heritage. Lacoste stores can be found across the globe, and the brand’s products are sold in over 120 countries.
Legacy: Lacoste’s legacy lies in its ability to evolve while maintaining its classic appeal. The polo shirt remains a wardrobe staple for many, transcending generations and fashion trends. With its crocodile logo still symbolizing quality and sophistication, Lacoste continues to be a global brand that effortlessly combines sport, fashion, and casual elegance.
From the tennis courts to the streets, Lacoste has established itself as an enduring symbol of modern luxury and French chic, continuing to celebrate the pioneering spirit of its founder, René Lacoste.
