Brand Focus: Lacoste
Founded by namesake tennis champion René Lacoste in 1933, Lacoste was born with the ethos of challenging tradition and have continued to do so ever since. Beginning with a simple tennis shirt, seen as revolutionary at the time due to its advantages over the more traditional "tennis whites", the brand has grown to produce a broad range of clothing, accessories and fragrances to cover almost any occasion.
The initial tennis / polo shirts were born from a need for a lighter weight, comfortable alternative for professional tennis players during tournaments that found the traditional "whites" uncomfortable and inconvenient. It is also claimed that Lacoste were the first label to show branding to the outside of clothing with their iconic embroidered crocodile. The breathability, practicality and innovative appearance led to mass adoption by tennis players of the time and a tradition that has remained ever since - the L1212 polo shirt still acts as a cornerstone for the brand to this day.
Now synonymous with sporting performance and achievement, Lacoste now have a global reach allowing their timelessly stylish and innovative clothing to reach fans around the world; an audience growing further through collaborations with athletes and other large global names. From polo shirts, footwear and more laid back accessories, the instantly recognisable crocodile can be seen throughout wardrobes of the fashion conscious everywhere.
