Lacoste was founded by French tennis player Rene Lacoste in 1933, who famously won 10 Grand Slam titles, and was dubbed the "alligator" by the press.
This nickname inspired him to embroider the famous Lacoste crocodile logo onto his tennis blazer. The sport itself then encouraged him to create the iconic Lacoste polo shirt, which remains the most popular Lacoste product worldwide.
The tennis legend needed to create a product that would be absorbent on the court and allow for ease of movement, whilst maintaining the quintessentially French style he was proud of. In doing so he created a product that changed the fashion industry forever.
Today, Lacoste celebrates its French heritage and stays true to its roots with classic shades and cuts across a wide range of apparel and footwear, not to mention its clear focus on the classic polo shirt.
However innovation and invention are also at the heart of all Lacoste does and classic pieces are constantly reinvented to tap into current trends and innovations.