Founded in 1933 by French tennis legend René Lacoste, the Lacoste brand has grown from a simple sportswear company into a global fashion icon. Known for its distinctive crocodile logo, premium materials, and effortless elegance, Lacoste has remained relevant for nearly a century by blending athletic heritage with contemporary style.

From Tennis Courts to High Fashion

René Lacoste earned the nickname "The Crocodile" during his tennis career due to his tenacious playing style. After retiring, he revolutionized sportswear by designing the first short-sleeved cotton piqué polo shirt – a garment that would become the cornerstone of the Lacoste brand. This innovative shirt combined comfort, performance, and style in ways never seen before in men's fashion.

What began as functional tennis attire soon transcended sports and became a symbol of casual sophistication. By the 1950s, Lacoste had gained international recognition, entering American prep culture before gradually expanding into a complete lifestyle brand offering everything from shoes to fragrances.

Evolution of the Iconic Crocodile

The Lacoste crocodile logo, first used in 1933, remains largely unchanged and is one of fashion's most recognizable symbols. This longevity speaks to the brand's commitment to authenticity. Unlike many luxury labels that constantly overhaul their image, Lacoste maintains its DNA while tastefully modernizing designs for new generations.

Lacoste Today: Balancing Heritage and Innovation

Modern Lacoste collections still revolve around classic polo shirts but now incorporate bolder colors, sustainable materials, and collaborations with streetwear designers. The brand has successfully adapted while staying true to its vision of sophisticated comfort. Recent initiatives like the L.12.12 capsule collection demonstrate how Lacoste honors its origins while pushing creative boundaries.

For those interested in current Lacoste offerings, check out our helpful product spreadsheet

Core Brand Values That Endure

• Effortless Elegance:
• Performance Meets Luxury:
• Timeless Appeal:
• SustainabilityinProgress:

With boutiques worldwide and partnerships across industries, Lacoste continues expanding its reach while upholding the standards René established decades ago. The crocodile thrives as both a sports symbol and fashion motif, proving that some brand identities are simply too iconic to retire.