LACOSTE

1923: "If I win, you'll buy me that suitcase!" says tennis champion René Lacoste to his team captain, pointing his eyes at a crocodile leather suitcase. The bet is lost, but the adventure begins. The American press, fascinated by the young man's tenacity, transcribes the anecdote. René becomes "the Crocodile"... and becomes a legend. 1924: Designer Robert George enjoys drawing a crocodile and shows his sketches to his friend René Lacoste. The tennis champion can't resist the pleasure of presenting himself with the animal symbol of his international recognition... and has it embroidered on his white blazer. He wears it before every match. He won't go unnoticed. 1925: Industrialist André Gillier helps René Lacoste develop the fabric for the special tennis shirt he has imagined. White, it bears his emblem embroidered on the chest. No one has ever dared, his friends try to dissuade him, but René Lacoste insists... Recognizable among thousands, welcome to the first logo on a garment ever made. The crocodile. It was in 1951 that the first coloured polo shirts appeared. Since then, the Lacoste palette has continued to explode. Primary or pop, colours clash. Throughout the world and for 90 years, different communities embrace the Crocodile's codes and give life to a unique culture. Lacoste polos, fanny packs, tennis sweaters, caps, and tracksuits meet all generations. Fragrance. Eyewear. Watches. Linens. Leather goods. Shoes. Underwear. Lacoste is also a crocodile that leaves its mark for life.