Everyone knows Lacoste clothing: t-shirts, polo shirts, shoes, and tracksuits featuring an embroidered green crocodile. The French clothing brand's clothing has been world-famous for years and has also been available at Tip de Bruin for years. Furthermore, the brand has been associated with tennis since its inception. Why is this? How did the brand actually begin? And how did the logo with the green crocodile originate? In this blog post, you'll learn all about the history of Lacoste since its founding in 1923; a story about a bet, a journalist, and a determined tennis player.
The first steps of the Lacoste crocodile
It all began in 1923 when René Lacoste, a young tennis player, had an important match to play in Boston. His coach promised to reward him with a crocodile suitcase (which he had spotted in a shop window) if he won. Unfortunately, he didn't. Despite his loss, René continued to play tennis passionately. His perseverance and determination earned him the nickname "the crocodile" from an American journalist.
Crocodile as a symbol
The crocodile we know today on Lacoste garments was designed in 1927 by Robert George. René Lacoste had been a fan of personalized clothing since childhood. This is why he had the crocodile logo embroidered on his jacket. René's nickname (coined by the journalist) has thus become his own brand.
The first polo was designed by Lacoste
A few years later, the tennis player decided that traditional sportswear wasn't comfortable enough to allow for freedom of movement. This was, of course, essential during important tennis matches. Before Lacoste became a well-known brand in the sports world, tennis matches were played in pleated trousers, sweaters, and long-sleeved shirts. René Lacoste disagreed and, completely against tradition, decided to shorten the sleeves of the typical tennis shirt. This is how the first "polo" was invented.
Because Lacoste also had a crocodile embroidered on the chest of this new shirt, the brand is the first to design a polo with brand embroidery.
Lacoste becomes a real brand
When René Lacoste retired from tennis in 1930, he didn't want to simply abandon his polo shirts with crocodiles on the chest. When he met the owner of France's largest clothing factory (André Gillier), they decided to market the polo shirt together. In 1933, the very first (white) polo shirt was sold in stores, featuring a green crocodile logo. This, of course, is still a reference to René Lacoste's nickname: Le Crocodile.
Lacoste today
The company is still owned by the Lacoste family itself. From 1963 to 2005, Bernard Lacoste was at the helm of the company, and since 2005, his brother Michel Lacoste has been president and CEO. Lacoste's headquarters are located in Paris, France.
Lacoste remains one of the most well-known sports brands. Lacoste polo shirts and shirts are highly sought-after and pair well with other clothing, both casual and sporty. Fortunately, you can find a wide selection of Lacoste items at Tip de Bruin. In our (online) store, you'll find tracksuits, T-shirts, and of course, polo shirts from the renowned French brand.
