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Content
INTRODUCTION
RENE LACOSTE
Occupation(s)
Creative Director
Fashion Designer
Jean René Lacoste
Birth Place
France
Date of Birth
2 July 1904
Date of Death
12 October 1996
Alias Name(s)
Nationality
France
Residence
France
AWARDS: Design, 1984 Award
Innovation Award,1988
Global Recognition Trophy By American Cotton
Institute,1995
Meryl Award in Sportswear,1997
Beside all these awards , he also won seven Grand slams
& two Devis Cup Trophies in his Tennis Career.
Jean René Lacoste (1904–1996) was famous for his
considerable achievements in two very different arenas. Not
only was he once ranked the world's top tennis player, but he
designed a novel new tennis shirt that became the cornerstone
of a world famous fashion empire. Lacoste, nicknamed "le
Crocodile" on the courts, is remembered today primarily for the
reptilian logo on his ubiquitous sportswear. Fashion historians
believe the crocodile emblem (widely referred to as an alligator)
was the first instance of a designer logo to appear on a
garment.
THE BEGINNINGS:
Lacoste was born into an upper class family and did not
take up tennis until age 15. He enjoyed the game so much
that he wanted to pursue playing on a more serious level.
He lacked the natural ability of other stars, but his father
agreed to let him prove himself. Not everyone has such an
understanding father as the young René Lacoste, who
agreed to his son giving up preparing for the Polytechnique
(one of the most prestigious engineering schools in France)
to concentrate solely on tennis. In 1922, in the amateur era,
it was a risky gamble, and his son’s future did not look very
secure, but Mr Lacoste Senior was the manager of the
Hispano-Suiza factories and did not have too many
financial problems, so gave his son a year to show what he
was capable of! The young René would far exceed his
father’s expectations... he was imaginative and a shrewd
businessman who brought us the ball throwing machine
(1927), the shirt that bears his name (1933), the antivibration pad (1960) and the metal racket (1963).
Unlike his colleagues Borotra and Cochet, talented selftaught players who used their natural qualities by inventing
most of their shots, René Lacoste secured the services of a
renowned coach, Darsonval, and worked relentlessly at his
game. He did not appear to have any of the natural
qualities that made the players of his era, but he had his
admiration for Suzanne Lenglen, a passion for the game
and an almost obsessive desire to train. He was the first
tennis player to include bodybuilding, running and skipping
in his training. He spent hours hitting the ball against the
walls of his family home (which had to be resurfaced every
year). In response to his coach who criticised him for
training too much, he invented a ball throwing machine!
With these methods, which were modern for the time, his
concentration, clear-headedness and consistency, he was
to make fast progress: taking part in the world clay-court
championships in 1922 and being selected for the Davis
Cup for the first time in 1923, at the age of eighteen.
Lacoste with Suzanne Lenglen, at
Wimbledon, 1925
His first successes:
He quickly became a pillar of the French team and a regular on
trips to America for the inter-zone finals of the Davis Cup. He
reached the final of the French championships in 1924, beaten
by Borotra, and became French No. 1 the following year,
winning the first French internationals one after the other and
one month later, Wimbledon. Partnered with Borotra, with
whom he formed a remarkable team, he also took the two
doubles titles, thus achieving a European grand-slam in that
year.
Having been severely beaten by Patterson and Johnston at
the Davis Cup at the end of the year, 1926 started badly for
him, when he was beaten three sets to zero by Cochet at the
French internationals. Having lost his confidence, he did not go
to Wimbledon to defend his title, went back to his relentless
training regime, worked on his shot technique and finally
rediscovered his form. He was about to move to America when
he secured his first victory against Tilden in the Davis Cup.
Soon after he won his first American championship in Forest
Hills and became world No. 1 along with Borotra and Cochet.
Lacoste with Tilden,1929
The Peak:
Lacoste was then at his peak and stayed there. He beat Tilden
three times in 1927, thus confirming his domination of world
tennis, confirmed by the Davis Cup victory, a second title at
Forest Hills in 1927 and Wimbledon in 1928. In 1929, he won
the Roland Garros thanks to two superb victories over Tilden
and Borotra. He was only twenty-five and everyone predicted a
long reign for him over world tennis..
Early Retirement:-
His victory at the Roland-Garros in 1929 was, to everyone’s
surprise, his last official match. Ill with chronic bronchitis and
worried about humidity, exertion and bad weather, René
Lacoste stopped all sports all of a sudden. It was a great loss to
the French team, which was deprived of its youngest and most
promising player. He would often be seen, wrapped up in thick
overcoats with a scarf and hat, still taking an interest in tennis
and in the future of the French team. Thinking he had
recovered, he came back to competition in 1932 and got
through three rounds at the Roland-Garros, but fell ill again and
gave up tennis once and for all. He then became Davis Cup
captain and selector in the 1930s, then President of the French
Tennis Federation until 1942. From 1933, he successfully
developed the Lacoste brand, selling cotton shirts to
sportsmen.
Crocodile and Musketeer::
Lacoste in USA,first appearance of crocodile,1926
In 1926 and 1927, Lacoste was ranked the world's top tennis
player. He won seven major singles titles in his career: the
French Open in 1925, 1927, and 1929, Wimbledon in 1925 and
1928, and the U.S. Open in 1926 and 1927. As a member of
the Four Musketeers (along with Henri Cochet, Jean Borotra,
and Jacques Brugnon), the formidable French team won the
Davis Cup in 1927 and 1928.
The real story of the "Crocodile" dates back to 1926. René
Lacoste liked to talk about how his nickname became a world
famous symbol.
“The American press nicknamed me “The Crocodile" after a
bet that I made with the Captain of the French Davis Cup team.
He had promised me a crocodile-skin suitcase if I won a match
that was important for our team. The American public stuck to
this nickname, which highlighted my tenacity on the tennis
courts, never giving up my prey! So my friend Robert George
drew me a crocodile which was embroidered on the blazer that
I wore on the courts.”
Lacoste, Designer and a Business man:
In 1933, René Lacoste and André Gillier, the owner and
chairman of the largest French hosiery company at that time,
set up a company to produce the shirt embroidered with a logo
that the champion had created for his personal use on the
tennis courts, and some other shirt designs for tennis, golf and
marine sports. It was the first time that a brand was visible on
the outside of a garment, an idea which has since continued.
Lacoste introduced a short-sleeved cotton pique polo shirt.
According to Richard Martin, curator of the Metropolitan
Museum's Costume Institute of New York, "Lacoste created
performance clothing long before the word was out." The shirt
immediately became a revolution among the tennis players of
the time, who were wearing traditional warp-knitted longsleeved shirts. The company developed... It went
international in 1952 (Italy, United States) and diversified.
Lacoste POLO Shirts......
The Ultimate Preppy Symbol
Lacoste tennis wear gradually influenced what the debonair
layman was wearing. His son, Bernard Lacoste, said the
company really began to expand when in 1951 it branched out
from "tennis white" and introduced a line of color shirts. The
Lacoste shirt reached the height of its popularity in the U.S.
during the 1970s, when it became the essential preppy
accoutrement. Lacoste himself was mystified by the wide
appeal of the alligator/crocodile emblem. "There are kinds of
things that just don't have any good explanation," he said. "I
suppose you could say that if it had been a really nice animal,
something sympathetic, then maybe nothing would have
happened. Suppose I had picked a rooster. Well, that's French,
but it doesn't have the same impact." This famous first logo has
spawned dozens of imitators.
Other marketing decisions impacted Lacoste’s reputation as
well. Between 1978 and 1990, the company signed
manufacturing and distribution licenses in more than seven
countries including Brazil, Thailand, and Mexico. This move
reduced the company’s control of product quality. During the
same period, dozens of other companies, including Ralph
Lauren, Sears, Roebuck and Company, and L.L. Bean, began
producing their own versions of the shirt. By the early 1990s,
the Lacoste brand was being sold in discount stores, and it had
lost its prestige.
During the 1990s, the company worked to rebuild its reputation.
In 1992 Lacoste regained control of its U.S., Canadian, and
Caribbean licenses and consolidated them under Denvanlay.
This allowed the company to ensure production of quality
products. Also, it revised its marketing plan, using trunk shows,
runway shows, and advertisements in fashion magazines to
reestablish its reputation of prestige and exclusivity. By 1997
retailers such as Bloomingdale’s, Neiman Marcus, Saks, and
golf pro shops were carrying the product again.
The Alligator Becomes Haute Couture
Lacoste's son, Bernard, took over the company in 1964. Today
it is a nearly $1 billion international business, selling everything
from watches to lingerie. In 2000, French designer Chriisophe
Lemaire was hired to give Lacoste a more upscale look, and its
popularity has once again surged. Lemaire contends that
nowadays "a Lacoste polo assumes different meanings in
different contexts. It's a transversal product that is worn at the
country club, by a truck driver, or a rap star."
Lacoste ingenuity and creativity led him into other areas as
well. In 1960s he designed the first steel tennis racket that
became popular with Jimmy Connors and other tennis stars.
Lacoste and designer Micheal Young created the Plastic Polo
now, fusing textile and plastic together. Once again an
impressive project by the designer!!!
Legacy
Lacoste died in Saint-Jean-de-Luz, France, in 1996. He was 92
years old. The week of his death, the French Advertising
agency Publicis, who had been managing the account for
decades, published a print ad with the Lacoste logo and the
English words "See you later..." reinforcing the idea that the
animal was perhaps an alligator.
In his 1979 autobiography, Jack Kramer, the long-time tennis
promoter and great player himself, included Lacoste in his list
of the 21 greatest players of all time. With his athleticism and
build seemingly less than ideal for tennis, Lacoste fashioned for
himself a legendary career. The winner of seven Grand Slams,
Lacoste captured the U.S. Championships and Wimbledon
twice each, and his native French Championships three times.
For all his singular efforts, perhaps his lasting mark on the sport
was his patriotism, as his name remains tied to his three
comrades. The Four Musketeers were inducted simultaneously
into the International Tennis Hall of Fame, in Newport, Rhode
Island, in 1976.
Brief Description
Lacoste is a French apparel company founded in 1933 that
sells high-end clothing, footwear, perfume, leather goods,
watches, and eyewear, and most famously tennis shirts. The
company is easily recognized by its green crocodile logo.
René Lacoste was a famous French tennis player who
achieved fame in two areas: tennis and fashion. While winning
the 1926 U.S. Open championship, Rene Lacoste of France
wore something that he himself had created: a white, shortsleeve shirt made exclusively of a light knitted fabric called
"jersey petit piqué" that served to wick away moisture due to
heat, the very first version of performance clothing in sports.
The shirt was a radical departure from tennis fashion of the
day, which called for stiff, woven, long-sleeve oxfords. In 1927
during the Davis Cup, the American press nicknamed Lacoste
"the Alligator" because of a bet made about an alligator-skin
suitcase. With no cognate in his native tongue, the nickname
was changed to le crocodile in French. The nickname stuck
due to his tenacious behavior on the courts, never giving up his
prey. Lacoste's friend, Michael Tabb, drew him a crocodile
which Lacoste then embroidered on the blazer he wore on the
courts.
After he retired from tennis, Lacoste founded La Societe
Chemise Lacoste in 1933 with André Gillier, the owner and
President of the largest French knitwear manufacturing firm at
the time. They began to produce the revolutionary tennis shirt
Lacoste had designed and worn on the tennis courts with the
crocodile appliqué embroidered on the chest, serving as the
first example of a brand name appearing on the outside of an
article of clothing. In addition to tennis shirts, Lacoste produced
shirts for golf and sailing. In 1951, the company began to
expand as it branched from "tennis white" and introduced color
shirts. In 1952 the shirts were exported to the United States
and advertised as "the status symbol of the competent
sportsman", influencing the clothing choices of the upper-class.
In 1963, Bernard Lacoste took over the management of the
company from his father René. Significant company growth
was seen under Bernard's management. When he became
president, around three hundred thousand Lacoste products
were sold annually. The Lacoste brand reached its height of
popularity in the US during the 1970s when the tennis shirt
became an essential of the preppy wardrobe, even getting
mentioned in Lisa Birnbach's Official Preppy Handbook of
1980. The company also began to introduce other products into
their line including shorts, perfume, optical and sunglasses,
tennis shoes, deck shoes, walking shoes, watches, and various
leather goods.
In the United States in the 1970s and 1980s, Izod and Lacoste
were often used interchangeably because starting in the 1950s,
Izod produced clothing known as Izod lacoste under license for
sale in the U.S. This partnership ended in 1993, when Lacoste
regained exclusive U.S. rights to distribute shirts under its own
brand. It was also in the 80's when Le Tigre Clothing came
around. It was said to be the American alternative to the French
brand.
More recently, Lacoste's popularity has surged due to French
designer Christophe Lemaire's work to create a more modern,
upscale look. In 2005, almost fifty million Lacoste products sold
in over one hundred and ten countries. Its visibility has
increased due to the contracts between Lacoste and several
young tennis players, including American tennis star Andy
Roddick and French rising young prospect Richard Gasquet.
Lacoste has also begun to increase its presence in the golf
world, where noted 2 time Master champion, José María
Olazábal and scottish golfer Colin Montgomerie have been
seen sporting Lacoste shirts in tournaments.
Lacoste Clothing Today
Today, Lacoste fashions are recognized world-wide by their
logo. Polo shirts by any other manufacturer are frequently
referred to as a Lacoste polo shirt by the general public. Both
their men's shoes and women's shoes are worn by people
working in offices, professional athletes, and by weekend
barbeque chefs in their own backyard. You can accessorize
your shoes and add style to your step with Lacoste socks. For
afternoons poolside or at the beach, their swimwear gives a
flattering fit along with conventional use.
When keeping warm for an upcoming game of tennis,
raquetball, or for wearing down to the store to do grocery
shopping on a lazy Saturday, a Lacoste men's or women's
tracksuit or track jacket is an excellent choice for casual wear.
Lacoste apparel isn't just for sports nor warm climates as men's
and women's Lacoste sweaters will help to keep you warm
when your environment is cool. If 'cool' is too light an adjective
to describe the winter weather you live in, top off your sweater
with Lacoste men's and womens jackets and be snug as a bug
in a rug when winter comes your way.
Lacoste also has a successful line of accessories such as
colognes and perfumes with fragrances that are both sporty
and classy. Lacoste hats are popular with skiers and with the
urban hip-hop crowd along with the sporting and stylish frames
of Lacoste sunglasses that provide 100% UV-protection in their
lens. Lacoste men's watches and Lacoste ladies watches keep
precision time and offer a variety of styles to match your variety
of moods. If you are looking for luxurious bags and totes,
Lacoste handbags are the solutions you seek as they are
attractive, functional, and durable. For a wallet or billfold,
Lacoste wallets are available in both leather and nylon styles
with an assortment of colors and designs to select among.
When wearing an outfit that requires a belt, Lacoste belts will
do the trick and they are available in both mens and women's
styles.
Retailers of the brand
Lacoste store in Vaňkovka, Brno
Lacoste operates a large number of Lacoste boutiques
worldwide; located as concessions in leading department
stores and also as independent venue stores. In the United
Kingdom, Lacoste is available from many leading high-end
shops including KJ Beckett and John Lewis Partnership.
Likewise in the United States, the Lacoste brand can be found
in stores such as Saks Fifth Avenue, Nordstrom, Lord & Taylor,
Neiman Marcus, Bloomingdale's, Macy's, Belk, Halls, and other
independent retailers. In Canada, Lacoste is sold at Harry
Rosen, its own boutiques, and other independent retailers. In
Australia, it is sold at David Jones, and Myer.
As of June 2007, Lacoste's online presence allows Americans
to purchase clothing and have items shipped directly to their
doors. The online store offers sizes and options not found in
brick and mortar stores, along with a large sale section.
The Collection
Designed By:Christophe Lemaire, Spring 2002 - Present
Gilles Rosier, Spring 1995 – Fall 2001
Ruben Torres, Spring 1970 - Fall 1994
Shows In:- New York
Collection Types:-RTW, Menswear
Similar Clientele:-Polo Ralph Lauren
Styles & Tags:-Casual, Commercial Success, French, Sporty
What has been said.......
“We have a very different point of view of
sportswear than Americans. It's more about leisure.
American sportswear is more about winning, suffering
to be the best. For Lacoste, it's about playing to enjoy
—to win but with a smile and style.”
—Christophe
Lemaire, Toronto Star
“Lacoste has all the essential components of a cult
brand because of its sense of elegance and fair play.”
—Christophe
Lemaire, The New York Times
Spring/Summer collection of LACOSTE in
last few Year...
2006.....
2008.....
2010 collection.....
All these collections are done by Christophe Lemaire for
LACOSTE
RENE LACOSTE
Occupation(s)
Creative Director
Fashion Designer
Jean René Lacoste
Birth Place
France
Date of Birth
2 July 1904
Date of Death
12 October 1996
Alias Name(s)
Nationality
France
Residence
France
AWARDS: Design, 1984 Award
Innovation Award,1988
Global Recognition Trophy By American Cotton
Institute,1995
Meryl Award in Sportswear,1997
Beside all these awards , he also won seven Grand slams
& two Devis Cup Trophies in his Tennis Career.
Jean René Lacoste (1904–1996) was famous for his
considerable achievements in two very different arenas. Not
only was he once ranked the world's top tennis player, but he
designed a novel new tennis shirt that became the cornerstone
of a world famous fashion empire. Lacoste, nicknamed "le
Crocodile" on the courts, is remembered today primarily for the
reptilian logo on his ubiquitous sportswear. Fashion historians
believe the crocodile emblem (widely referred to as an alligator)
was the first instance of a designer logo to appear on a
garment.
THE BEGINNINGS:
Lacoste was born into an upper class family and did not
take up tennis until age 15. He enjoyed the game so much
that he wanted to pursue playing on a more serious level.
He lacked the natural ability of other stars, but his father
agreed to let him prove himself. Not everyone has such an
understanding father as the young René Lacoste, who
agreed to his son giving up preparing for the Polytechnique
(one of the most prestigious engineering schools in France)
to concentrate solely on tennis. In 1922, in the amateur era,
it was a risky gamble, and his son’s future did not look very
secure, but Mr Lacoste Senior was the manager of the
Hispano-Suiza factories and did not have too many
financial problems, so gave his son a year to show what he
was capable of! The young René would far exceed his
father’s expectations... he was imaginative and a shrewd
businessman who brought us the ball throwing machine
(1927), the shirt that bears his name (1933), the antivibration pad (1960) and the metal racket (1963).
Unlike his colleagues Borotra and Cochet, talented selftaught players who used their natural qualities by inventing
most of their shots, René Lacoste secured the services of a
renowned coach, Darsonval, and worked relentlessly at his
game. He did not appear to have any of the natural
qualities that made the players of his era, but he had his
admiration for Suzanne Lenglen, a passion for the game
and an almost obsessive desire to train. He was the first
tennis player to include bodybuilding, running and skipping
in his training. He spent hours hitting the ball against the
walls of his family home (which had to be resurfaced every
year). In response to his coach who criticised him for
training too much, he invented a ball throwing machine!
With these methods, which were modern for the time, his
concentration, clear-headedness and consistency, he was
to make fast progress: taking part in the world clay-court
championships in 1922 and being selected for the Davis
Cup for the first time in 1923, at the age of eighteen.
Lacoste with Suzanne Lenglen, at
Wimbledon, 1925
His first successes:
He quickly became a pillar of the French team and a regular on
trips to America for the inter-zone finals of the Davis Cup. He
reached the final of the French championships in 1924, beaten
by Borotra, and became French No. 1 the following year,
winning the first French internationals one after the other and
one month later, Wimbledon. Partnered with Borotra, with
whom he formed a remarkable team, he also took the two
doubles titles, thus achieving a European grand-slam in that
year.
Having been severely beaten by Patterson and Johnston at
the Davis Cup at the end of the year, 1926 started badly for
him, when he was beaten three sets to zero by Cochet at the
French internationals. Having lost his confidence, he did not go
to Wimbledon to defend his title, went back to his relentless
training regime, worked on his shot technique and finally
rediscovered his form. He was about to move to America when
he secured his first victory against Tilden in the Davis Cup.
Soon after he won his first American championship in Forest
Hills and became world No. 1 along with Borotra and Cochet.
Lacoste with Tilden,1929
The Peak:
Lacoste was then at his peak and stayed there. He beat Tilden
three times in 1927, thus confirming his domination of world
tennis, confirmed by the Davis Cup victory, a second title at
Forest Hills in 1927 and Wimbledon in 1928. In 1929, he won
the Roland Garros thanks to two superb victories over Tilden
and Borotra. He was only twenty-five and everyone predicted a
long reign for him over world tennis..
Early Retirement:-
His victory at the Roland-Garros in 1929 was, to everyone’s
surprise, his last official match. Ill with chronic bronchitis and
worried about humidity, exertion and bad weather, René
Lacoste stopped all sports all of a sudden. It was a great loss to
the French team, which was deprived of its youngest and most
promising player. He would often be seen, wrapped up in thick
overcoats with a scarf and hat, still taking an interest in tennis
and in the future of the French team. Thinking he had
recovered, he came back to competition in 1932 and got
through three rounds at the Roland-Garros, but fell ill again and
gave up tennis once and for all. He then became Davis Cup
captain and selector in the 1930s, then President of the French
Tennis Federation until 1942. From 1933, he successfully
developed the Lacoste brand, selling cotton shirts to
sportsmen.
Crocodile and Musketeer::
Lacoste in USA,first appearance of crocodile,1926
In 1926 and 1927, Lacoste was ranked the world's top tennis
player. He won seven major singles titles in his career: the
French Open in 1925, 1927, and 1929, Wimbledon in 1925 and
1928, and the U.S. Open in 1926 and 1927. As a member of
the Four Musketeers (along with Henri Cochet, Jean Borotra,
and Jacques Brugnon), the formidable French team won the
Davis Cup in 1927 and 1928.
The real story of the "Crocodile" dates back to 1926. René
Lacoste liked to talk about how his nickname became a world
famous symbol.
“The American press nicknamed me “The Crocodile" after a
bet that I made with the Captain of the French Davis Cup team.
He had promised me a crocodile-skin suitcase if I won a match
that was important for our team. The American public stuck to
this nickname, which highlighted my tenacity on the tennis
courts, never giving up my prey! So my friend Robert George
drew me a crocodile which was embroidered on the blazer that
I wore on the courts.”
Lacoste, Designer and a Business man:
In 1933, René Lacoste and André Gillier, the owner and
chairman of the largest French hosiery company at that time,
set up a company to produce the shirt embroidered with a logo
that the champion had created for his personal use on the
tennis courts, and some other shirt designs for tennis, golf and
marine sports. It was the first time that a brand was visible on
the outside of a garment, an idea which has since continued.
Lacoste introduced a short-sleeved cotton pique polo shirt.
According to Richard Martin, curator of the Metropolitan
Museum's Costume Institute of New York, "Lacoste created
performance clothing long before the word was out." The shirt
immediately became a revolution among the tennis players of
the time, who were wearing traditional warp-knitted longsleeved shirts. The company developed... It went
international in 1952 (Italy, United States) and diversified.
Lacoste POLO Shirts......
The Ultimate Preppy Symbol
Lacoste tennis wear gradually influenced what the debonair
layman was wearing. His son, Bernard Lacoste, said the
company really began to expand when in 1951 it branched out
from "tennis white" and introduced a line of color shirts. The
Lacoste shirt reached the height of its popularity in the U.S.
during the 1970s, when it became the essential preppy
accoutrement. Lacoste himself was mystified by the wide
appeal of the alligator/crocodile emblem. "There are kinds of
things that just don't have any good explanation," he said. "I
suppose you could say that if it had been a really nice animal,
something sympathetic, then maybe nothing would have
happened. Suppose I had picked a rooster. Well, that's French,
but it doesn't have the same impact." This famous first logo has
spawned dozens of imitators.
Other marketing decisions impacted Lacoste’s reputation as
well. Between 1978 and 1990, the company signed
manufacturing and distribution licenses in more than seven
countries including Brazil, Thailand, and Mexico. This move
reduced the company’s control of product quality. During the
same period, dozens of other companies, including Ralph
Lauren, Sears, Roebuck and Company, and L.L. Bean, began
producing their own versions of the shirt. By the early 1990s,
the Lacoste brand was being sold in discount stores, and it had
lost its prestige.
During the 1990s, the company worked to rebuild its reputation.
In 1992 Lacoste regained control of its U.S., Canadian, and
Caribbean licenses and consolidated them under Denvanlay.
This allowed the company to ensure production of quality
products. Also, it revised its marketing plan, using trunk shows,
runway shows, and advertisements in fashion magazines to
reestablish its reputation of prestige and exclusivity. By 1997
retailers such as Bloomingdale’s, Neiman Marcus, Saks, and
golf pro shops were carrying the product again.
The Alligator Becomes Haute Couture
Lacoste's son, Bernard, took over the company in 1964. Today
it is a nearly $1 billion international business, selling everything
from watches to lingerie. In 2000, French designer Chriisophe
Lemaire was hired to give Lacoste a more upscale look, and its
popularity has once again surged. Lemaire contends that
nowadays "a Lacoste polo assumes different meanings in
different contexts. It's a transversal product that is worn at the
country club, by a truck driver, or a rap star."
Lacoste ingenuity and creativity led him into other areas as
well. In 1960s he designed the first steel tennis racket that
became popular with Jimmy Connors and other tennis stars.
Lacoste and designer Micheal Young created the Plastic Polo
now, fusing textile and plastic together. Once again an
impressive project by the designer!!!
Legacy
Lacoste died in Saint-Jean-de-Luz, France, in 1996. He was 92
years old. The week of his death, the French Advertising
agency Publicis, who had been managing the account for
decades, published a print ad with the Lacoste logo and the
English words "See you later..." reinforcing the idea that the
animal was perhaps an alligator.
In his 1979 autobiography, Jack Kramer, the long-time tennis
promoter and great player himself, included Lacoste in his list
of the 21 greatest players of all time. With his athleticism and
build seemingly less than ideal for tennis, Lacoste fashioned for
himself a legendary career. The winner of seven Grand Slams,
Lacoste captured the U.S. Championships and Wimbledon
twice each, and his native French Championships three times.
For all his singular efforts, perhaps his lasting mark on the sport
was his patriotism, as his name remains tied to his three
comrades. The Four Musketeers were inducted simultaneously
into the International Tennis Hall of Fame, in Newport, Rhode
Island, in 1976.
Brief Description
Lacoste is a French apparel company founded in 1933 that
sells high-end clothing, footwear, perfume, leather goods,
watches, and eyewear, and most famously tennis shirts. The
company is easily recognized by its green crocodile logo.
René Lacoste was a famous French tennis player who
achieved fame in two areas: tennis and fashion. While winning
the 1926 U.S. Open championship, Rene Lacoste of France
wore something that he himself had created: a white, shortsleeve shirt made exclusively of a light knitted fabric called
"jersey petit piqué" that served to wick away moisture due to
heat, the very first version of performance clothing in sports.
The shirt was a radical departure from tennis fashion of the
day, which called for stiff, woven, long-sleeve oxfords. In 1927
during the Davis Cup, the American press nicknamed Lacoste
"the Alligator" because of a bet made about an alligator-skin
suitcase. With no cognate in his native tongue, the nickname
was changed to le crocodile in French. The nickname stuck
due to his tenacious behavior on the courts, never giving up his
prey. Lacoste's friend, Michael Tabb, drew him a crocodile
which Lacoste then embroidered on the blazer he wore on the
courts.
After he retired from tennis, Lacoste founded La Societe
Chemise Lacoste in 1933 with André Gillier, the owner and
President of the largest French knitwear manufacturing firm at
the time. They began to produce the revolutionary tennis shirt
Lacoste had designed and worn on the tennis courts with the
crocodile appliqué embroidered on the chest, serving as the
first example of a brand name appearing on the outside of an
article of clothing. In addition to tennis shirts, Lacoste produced
shirts for golf and sailing. In 1951, the company began to
expand as it branched from "tennis white" and introduced color
shirts. In 1952 the shirts were exported to the United States
and advertised as "the status symbol of the competent
sportsman", influencing the clothing choices of the upper-class.
In 1963, Bernard Lacoste took over the management of the
company from his father René. Significant company growth
was seen under Bernard's management. When he became
president, around three hundred thousand Lacoste products
were sold annually. The Lacoste brand reached its height of
popularity in the US during the 1970s when the tennis shirt
became an essential of the preppy wardrobe, even getting
mentioned in Lisa Birnbach's Official Preppy Handbook of
1980. The company also began to introduce other products into
their line including shorts, perfume, optical and sunglasses,
tennis shoes, deck shoes, walking shoes, watches, and various
leather goods.
In the United States in the 1970s and 1980s, Izod and Lacoste
were often used interchangeably because starting in the 1950s,
Izod produced clothing known as Izod lacoste under license for
sale in the U.S. This partnership ended in 1993, when Lacoste
regained exclusive U.S. rights to distribute shirts under its own
brand. It was also in the 80's when Le Tigre Clothing came
around. It was said to be the American alternative to the French
brand.
More recently, Lacoste's popularity has surged due to French
designer Christophe Lemaire's work to create a more modern,
upscale look. In 2005, almost fifty million Lacoste products sold
in over one hundred and ten countries. Its visibility has
increased due to the contracts between Lacoste and several
young tennis players, including American tennis star Andy
Roddick and French rising young prospect Richard Gasquet.
Lacoste has also begun to increase its presence in the golf
world, where noted 2 time Master champion, José María
Olazábal and scottish golfer Colin Montgomerie have been
seen sporting Lacoste shirts in tournaments.
Lacoste Clothing Today
Today, Lacoste fashions are recognized world-wide by their
logo. Polo shirts by any other manufacturer are frequently
referred to as a Lacoste polo shirt by the general public. Both
their men's shoes and women's shoes are worn by people
working in offices, professional athletes, and by weekend
barbeque chefs in their own backyard. You can accessorize
your shoes and add style to your step with Lacoste socks. For
afternoons poolside or at the beach, their swimwear gives a
flattering fit along with conventional use.
When keeping warm for an upcoming game of tennis,
raquetball, or for wearing down to the store to do grocery
shopping on a lazy Saturday, a Lacoste men's or women's
tracksuit or track jacket is an excellent choice for casual wear.
Lacoste apparel isn't just for sports nor warm climates as men's
and women's Lacoste sweaters will help to keep you warm
when your environment is cool. If 'cool' is too light an adjective
to describe the winter weather you live in, top off your sweater
with Lacoste men's and womens jackets and be snug as a bug
in a rug when winter comes your way.
Lacoste also has a successful line of accessories such as
colognes and perfumes with fragrances that are both sporty
and classy. Lacoste hats are popular with skiers and with the
urban hip-hop crowd along with the sporting and stylish frames
of Lacoste sunglasses that provide 100% UV-protection in their
lens. Lacoste men's watches and Lacoste ladies watches keep
precision time and offer a variety of styles to match your variety
of moods. If you are looking for luxurious bags and totes,
Lacoste handbags are the solutions you seek as they are
attractive, functional, and durable. For a wallet or billfold,
Lacoste wallets are available in both leather and nylon styles
with an assortment of colors and designs to select among.
When wearing an outfit that requires a belt, Lacoste belts will
do the trick and they are available in both mens and women's
styles.
Retailers of the brand
Lacoste store in Vaňkovka, Brno
Lacoste operates a large number of Lacoste boutiques
worldwide; located as concessions in leading department
stores and also as independent venue stores. In the United
Kingdom, Lacoste is available from many leading high-end
shops including KJ Beckett and John Lewis Partnership.
Likewise in the United States, the Lacoste brand can be found
in stores such as Saks Fifth Avenue, Nordstrom, Lord & Taylor,
Neiman Marcus, Bloomingdale's, Macy's, Belk, Halls, and other
independent retailers. In Canada, Lacoste is sold at Harry
Rosen, its own boutiques, and other independent retailers. In
Australia, it is sold at David Jones, and Myer.
As of June 2007, Lacoste's online presence allows Americans
to purchase clothing and have items shipped directly to their
doors. The online store offers sizes and options not found in
brick and mortar stores, along with a large sale section.
The Collection
Designed By:Christophe Lemaire, Spring 2002 - Present
Gilles Rosier, Spring 1995 – Fall 2001
Ruben Torres, Spring 1970 - Fall 1994
Shows In:- New York
Collection Types:-RTW, Menswear
Similar Clientele:-Polo Ralph Lauren
Styles & Tags:-Casual, Commercial Success, French, Sporty
What has been said.......
“We have a very different point of view of
sportswear than Americans. It's more about leisure.
American sportswear is more about winning, suffering
to be the best. For Lacoste, it's about playing to enjoy
—to win but with a smile and style.”
—Christophe
Lemaire, Toronto Star
“Lacoste has all the essential components of a cult
brand because of its sense of elegance and fair play.”
—Christophe
Lemaire, The New York Times
Spring/Summer collection of LACOSTE in
last few Year...
2006.....
2008.....
2010 collection.....
All these collections are done by Christophe Lemaire for
LACOSTE
