80 YEARS OF LACOSTE

Rene Lacoste was nicknamed the “Alligator” by the American press and fans after winning the Davis Cup and for his tenacity on the court. As a player, Lacoste went against traditional on-court fashion, opting to compete in short-sleeved knit shirts rather than dress shirts. He sensed that there was a market for this look. So in 1933, Lacoste founded La Société Chemise Lacoste with André Gillier who was the President of the largest French knitwear manufacturing firm of that time. The company produced the tennis shirt which Lacoste often wore when he was playing, which had a crocodile (often thought to be an alligator) embroidered on the chest. Rene also wore the logo-embroidered shirt outside the tennis court. 

The shirt revolutionized men’s sportswear and replaced the woven fabric, long – sleeved, starched classic shirts. The first Lacoste shirt was white, slightly shorter than its counterparts, had a ribbed collar, short sleeves with ribbed brands and was made of a light knitted fabric called “Jersey petit pique”. 

By 1950, Lacoste's shirts, with its signature crocodile emblem on the left breast, entered the U.S. market. the tennis shirt was later introduced for the golf market, and Lacoste became a marker for the upscale, easy luxury of the country club. In 1951, the company began to expand as it branched from "tennis white" and introduced color shirts. In 1952, the shirts were exported to the United States and advertised as "the status symbol of the competent sportsman," influencing the clothing choices of the  upper class.  Lacoste was sold at Brooks Brothers until the late 1960s. It is still one of the most popular brands in the United States, sporting the "preppy wardrobe". 
 

While sales steadily climbed for Lacoste, it wasn't until the 1980s that demand exploded as the Lacoste name and symbol became synonymous with high status.   The revival in preppy fashion gave the Lacoste polo shirt mass appeal. Worn untucked or with the collar popped, this was and continues to be a style that can be adapted for any demographic. The Lacoste brand  became the signature 1980s "preppy" wardrobe item, even getting mentioned in Lisa Birnbach's  “Official Preppy Handbook” in 1980. The company also began to introduce other products into their line including shorts, perfume, optical and sunglasses, tennis shoes, deck shoes, walking shoes, watches, and various leather goods.

Lacoste's popularity has surged due to French designer Christophe Lemaire’s work to create a more modern, upscale look. In 2005, almost 50 million Lacoste products sold in over 110 countries. Its visibility has increased due to the contracts between Lacoste and several young tennis players, including American tennis stars  Andy Roddick and John Isner, French rising young prospect Richard Gasquet and Swiss Olympic gold medalist Stanislas Wawrinka. Lacoste has also begun to increase its presence in the golf world.

In 2011 Portuguese Designer Felipe Bautista became the new Creative Director for the brand.  He presented his first collection for Lacoste on New York Fashion Week Spring-Summer 2012.  Felipe moves the brand forward by balancing French chic and urban street wear. 

LACOSTE SPRING-SUMMER 2002

LACOSTE SPRING-SUMMER 2004

LACOSTE SPRING-SUMMER 2006

 

LACOSTE SPRING-SUMMER 2007

LACOSTE SPRING-SUMMER 2008

 LACOSTE FALL-WINTER 2008

 

LACOSTE SPRING-SUMMER 2009

LACOSTE FALL-WINTER 2009

 

 

 

 

 

 

LACOSTE SPRING-SUMMER 2010

LACOSTE FALL-WINTER 2010

LACOSTE- SPRING-SUMMER 2011

LACOSTE SPRING-SUMMER 2012

LACOSTE FALL-WINTER 2012

LACOSTE FALL-WINTER 2013

LACOSTE SPRING-SUMMER 2013

LACOSTE FALL-WINTER 2014

LACOSTE LAB

Lacoste Lab is a project that revives an integral part of the brand’s DNA which is the tradition of innovation.

The LACOSTE LAB products are the results of collaborations between LACOSTE and major partners with whom they develops ideas and skills. LACOSTE  LAB  steers  the brand toward the future by constantly experimenting with fresh materials and unique designs.

 
2012
 LACOSTE LAB BIKE

LACOSTE LAB GOLF CLUBS

LACOSTE LAB GLOVES

LACOSTE LAB HELMET

LACOSTE LAB ROLLERS

LACOSTE LAB SKI

LACOSTE LAB SKI

LACOSTE LAB SWIMSUIT

LACOSTE LAB RAQUET AND BALLS

2013
 LACOSTE LAB GOGGLES

 LACOSTE LAB JET HELMET

 LACOSTE LAB SNOW BOARD

LACOSTE LAB SKI HELMET

 LACOSTE LAB VOLLEY BALL

LACOSTE FUTURE

5 years ago in celebration for their 75th Anniversary LACOSTE imagined how will tennis be played in the future

Now for their 80th year the created a film that envision what will be the polo shirt of the future would look like.  

"LACOSTE POLO OF THE FUTURE"