Lacoste is one of those brands that everyone knows and trusts. Their logo is recognised everywhere and hasn’t really changed since the company was founded in 1933. They are always coming up with new ways to expand and do new things whilst sticking with their classic look and staying true to their roots. As such a familiar brand to everyone, we wanted to educate you on their origins and the man behind it all, because as such a well-known brand, we should know about the genius behind it!
Rene Lacoste
Rene Lacoste is the founder of Lacoste, but he is known for a lot more than his world-famous clothing brand. Rene was always an all-around gifted man, but his passion for tennis led him to abandon his studies at quite a young age. Luckily for him, his skill for the sport was as big as his passion for it, and once he started playing matches, he quickly became the best tennis player of his time between 1926-1927. With seven grand slam titles, he definitely created a solid standing for himself within the world of tennis.
The Crocodile
During his rise to the top, in 1923, Rene’s captain tried to incentivise the player, by promising him a crocodile leather suitcase that Rene had seen in a local shop, if he won his next match. Ironically, Rene did not win that particular match, but because of the obscurity of the bet along with Rene’s clear skill on the tennis court, the press started calling him “The Crocodile”. Rene Lacoste loved this nickname he’d been given and further encouraged it by asking his stylist friend to sew a crocodile onto the white jackets he’d wear when walking onto the tennis court.
The Introduction of THE Lacoste Polo Shirt
It goes without saying that if you think of Lacoste, you think of a polo shirt with that well-known crocodile logo on. Well that polo shirt is more iconic than you might think! In 1933, Rene Lacoste brought his revolutionary polo shirt to the tennis courts. His polo shirt was made of a lightweight and flexible cotton called “petit pique”, and was leaps and bounds ahead of the normal shirts that tennis players were made to wear. And of course it featured the infamous crocodile logo. That same year, Rene Lacoste founded Lacoste with Andre Gillier, which was the FIRST EVER brand to feature a logo on its clothing (told you that crocodile logo was more iconic than you thought).
The Inventor
Along with continuing to triumph as a tennis player, Rene enjoyed his role as an inventor. In 1960 he patented a shock absorber which was inserted between the strings on tennis rackets. This was followed by the invention of a steel racket in 1963, which went on to win 46 Grand Slam titles between 1966 and 1978. Rene said, “Inventor! If I had to put a profession on my business card, that is what I would write. I have invented my whole life.”
Brand Expansion
Following in the steps of its amazing founder, from 1950 Lacoste the brand started its expansion, always being guided by the sporting spirit that started it all. Over the coming years they would start children’s lines, venture into the world of fragrance, become the sponsor for the French Tennis Stadium Roland-Garros, start creating accessories like sunglasses and handbags, launch the Lacoste Foundation for underprivileged young people and those with disabilities and take on some amazing brand ambassadors such as Novak Djokovic. Whatever Lacoste do, they are guided by the roots set in place by their founder and his love for sports and tennis. This dedication to stick to their classic branding has meant their brand is recognised globally by all generations.
