Lacoste is one of the most famous and respected fashion houses in France. A small green crocodile – the company logo – is known to almost everyone, and in the 80s, Soviet people were ready to stand in long lines in order to buy a sweater, polo or T-shirt with a “toothy” label. Now the popularity of the Lacoste brand has not only not decreased, but even increased.
Under the brand name of this multimillion-dollar corporation, a huge amount of sports equipment, clothes, perfumes and other products are now in great demand all over the world. What does the brand owe such popularity?
The founder of the fashion house is Rene Lacoste – a famous tennis player, the “hero” of France. For his country, he is the same star as, for example, Pele for Brazil.
In 1927, Rene Lacoste made a huge achievement for French tennis – he won the Davis Cup, according to legend, the coach of the French team presented him with a crocodile leather suitcase, after which Lacoste was firmly assigned the nickname Crocodile. The gifted athlete was not at all offended by such a comparison, but on the contrary decided to support him – the next time he appeared on the court in polo, decorated with embroidery of a small toothy crocodile, which became the trademark at first of the tennis player, and later a huge corporation.
After some time, Rene Lacoste was forced to leave the sport, due to his illness, but his life did not end there, on the contrary, it was only just beginning. In the early thirties of the last century, namely in 1933, he, together with the owner of a textile factory, Andre Gillier, opened a small company specializing in the production of clothing for intelligent sports – golf, tennis, yachting. The advantage of the produced polo models, sweaters, shirts was that all products were decorated with small, hand-embroidered crocodiles – emblems of the “star” of France. Undoubtedly, the first batches of products were simply swept away from store shelves. Subsequently, the convenience and style of these products were appreciated by fashionistas and women of fashion from other countries.
However, Lacoste was not limited to the release of sportswear, which, to this day, is in great demand, he developed new types of tennis rackets, special fitness equipment, as well as other innovations that contribute to the development of his favorite sport. In addition, by the seventies, the first perfume of the house of Lacoste, which also found its fans, saw the light of day.
Gradually developing, Lacoste fashion house today is huge: representative offices and production are located in different countries of the world, including Italy and Spain, and the total number of company stores around the world has already reached 2000. And this is not the limit.
Now with the filing of the new creative director of the fashion house, Christophe Lemaire, Lacoste is trying to enter a new format. In this regard, the famous crocodile even changed color from green to silver gray. Well, we wish him success in this field, and we will continue to enjoy the quality, comfort and elegance of clothes and smells from the Lacoste brand.