Lacoste

Lacoste: The Story of a French Sportswear Icon

In the 1920s, René Lacoste wasn't just winning on the courts: he was already starting to shake up the established codes. At a time when players still competed in long-sleeved white shirts, the French champion's primary aim was to gain freedom of movement. He therefore envisioned a lighter, short-sleeved shirt made from breathable petit piqué. An innovation born for the game that would soon extend far beyond the court.

In 1933, René Lacoste partnered with industrialist André Gillier to launch Lacoste and market this new type of garment: the L.12.12 polo shirt. A small crocodile already appeared on the chest, referencing the nickname the champion had earned a few years earlier. A bold signature for its time, which would become one of fashion's most recognizable emblems.

Beyond the crocodile lies a specific idea of style: that of elegance that allows for freedom of movement. From tennis courts to the streets, from the first white polo shirts to contemporary collections, Lacoste has continually played with this heritage. Sport remains its origin, but color, graphic lines, and that very French casualness have progressively built a language that is its own.

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