Orientdig Finds
In the world of fashion, few brands possess the instantly recognizable status and rich heritage of Lacoste. Synonymous with effortless elegance and sporty sophistication, Lacoste's journey from a tennis champion's practical solution to a global lifestyle brand is a remarkable story of innovation and timeless style.
The Lacoste brand was born in 1933 through the vision of legendary French tennis player René Lacoste, nicknamed "The Crocodile" by fans and press. This moniker originated from a bet he made with his Davis Cup team captain, who promised him a crocodile-skin suitcase if he won an important match. Although he didn't win the bet, the name stuck, and the symbol became synonymous with his tenacious playing style.
During the 1920s, tennis players typically wore long-sleeved white shirts, often made from flannel, which were uncomfortable and restrictive during intense matches. René Lacoste, frustrated with these impractical uniforms, designed a revolutionary short-sleeved piqué cotton shirt that offered superior comfort and freedom of movement. This innovative garment featured an embroidered crocodile logo on the chest – one of the first examples of a brand logo appearing on the outside of clothing, setting a precedent for fashion marketing.
Teaming up with André Gillier, owner of the largest French knitwear manufacturing company, Lacoste began producing the iconic L.12.12 tennis shirt (named for its wool/silk blend). The shirt's distinctive features included:
Initially designed for athletes, the shirt quickly transcended its sporting origins to become a symbol of casual elegance, particularly popular among the preppy style enthusiasts in the United States during the 1950s and 60s.
Today, Lacoste has expanded far beyond its famous polo shirts to become a complete lifestyle brand offering everything from footwear and leather goods to fragrances and eyewear. Despite this growth, the brand maintains its commitment to quality, comfort, and understated elegance. The iconic crocodile logo remains one of the most recognized symbols in global fashion, representing a unique blend of sporting heritage and Parisian chic.
The brand continues to honor its sporting roots through partnerships with tennis tournaments and athletes while simultaneously embracing modern fashion collaborations and sustainable initiatives. This balance between tradition and innovation has allowed Lacoste to remain relevant across generations.
For those interested in a detailed overview of Lacoste's diverse product offerings, including seasonal collections and price analyses, this comprehensive Lacoste product spreadsheet
From the classic polo shirts available in countless color variations to modern athletic wear and sophisticated casual pieces, Lacoste's product development strategy successfully bridges its storied past with contemporary fashion demands. The brand regularly introduces limited editions and collaborative pieces that generate excitement while staying true to its aesthetic principles.
Nearly nine decades after its creation, Lacoste stands as evidence that innovative design rooted in practical purpose possesses enduring appeal. What began as a tennis champion's solution to uncomfortable athletic wear has evolved into a global symbol of refined casual style. The little crocodile continues to represent values of elegance, quality, and sporting spirit – a testament to René Lacoste's original vision that functionality and style can beautifully coexist.
The brand's ability to maintain its identity while continuously evolving serves as an inspiration in the fashion industry, proving that heritage and innovation need not be opposing forces but can instead create a powerful, lasting legacy.