Lacoste was founded in 1933 in France by tennis player René Lacoste and knitwear company owner André Gillier. Lacoste revolutionised sportswear, particularly tennis-wear. Previously, tennis attire had consisted of pleated trousers and belts with long-sleeve shirts. The formality of this clothing was uncomfortable and inappropriate for the game, and René Lacoste recognised the need for a revamp. Comfort was held as a priority, shortening the sleeves of the classic shirt to create the polo shirt. The iconic crocodile logo, which is instantly recognisable today, came from René Lacoste’s nickname of ‘the crocodile’, awarded for his determination at the sport. The logo’s placement on the shirt is seen as the first example of branding on the outside of a garment. Today, the brand sells womenswear, menswear, children’s clothing, leather goods, footwear, towels, fragrance and accessories. Lacoste is owned by the Maus Frères group, and the company welcomed their first female Creative Director, Louise Trotter in 2018.
Luxurious and sport-inspired, Lacoste’s aesthetic has remained consistent throughout its long history, though always adapting and remaining contemporary. The classic polo shirt is, of course, iconic to the brand, but of equal importance to Lacoste’s reputation is the exceptional quality of their designs. Premium materials and functionality make the clothing timeless. Louise Trotter’s modern outlook for the brand has resulted in a revamp of classics, giving a trendy but vintage feel to many of the pieces. An overall laid back yet sharp style produces an athletic aesthetic true to Lacoste and its history.
The 2021 Lacoste x Ricky Regal collaboration by Bruno Mars offers a play on the vintage style of Lacoste, incorporating bold prints and lively colours reminiscent of the ‘70’s. Tracksuits, polo shirts, shorts and more have been produced to mix Lacoste’s sporty signature designs with Mars’ charismatic style.
With over 20 stores in the UK, and many more worldwide, Lacoste can also be found through their website. Lacoste styles can be accessed through House of Fraser, Selfridges, Farfetch and ASOS.