The Origins Of The World Recognized Lacoste Logo

ts of the world-recognized Lacoste logo extend backsweat stains better than colored garments.
to the game of professional level tennis in the1920's.In 1926, encouraged by the switch from long-sleeved
Rene Lacoste was a world-class tennis player fromshirts to short-sleeved shirts by women tennis players,
France who was one of the legendary FourRene Lacoste wore a shirt he designed himself while
Musketeers, four Frenchmen who dominated tenniswinning the 1926 U.S. Open tournament. His first shirt
during the mid-1920's through early 1930's. Lacoste heldwas made from a light-knitted fabric called 'jersey petit
the #1 world title in 1926 and 1927 and won thepique' which allowed for ventilation to wick away
prestigious single men's title at Wimbleton in both 1925moisture. The shirt was white and short sleeved with a
and 1928.longer shirt-tail in back than in the front. The shirt could
According to an interview with Rene Lacoste's son,be opened for maximum ventilation by adjusting the
Bernard, his father acquired the nickname 'Alligator'two-button placket and the collar was ribbed to
from the American sports press following a bet heprovide stability so it could be worn up-turned to block
made while in America to play in the 1927 Davis Cup.the sun from his neck. After acquiring the nickname
While in Boston, Lacoste had seen a piece of luggage'the Alligator' in 1927, Lacoste had all his tennis shirts
made from alligator hide that he liked very much. Theembroidered with his newly adopted alligator logo.
captain of the French team offered to buy the caseOver the next few years, other members of the
for him on condition that he win his match in theFrench tennis team began to wear Lacoste-style shirts
upcoming competition. When the press heard of theand soon players from other countries were
bet, they thought that the alligator skin was a goodrequesting his tennis shirts for themselves.
metaphor for Lacoste's tenacious playing style and hisThe beginning of Lacoste fashions
ability to keep a hold on and control hisRene Lacoste retired from professional tennis in 1929
opponent’s attempts to change up the tempobut at the time he did not know that he would soon be
of the matches. From then on, sports journalistsembarking on a new career in the fashion industry.
referred to Lacoste as 'the Alligator'.After the success of his tennis shirt among tennis
The nickname stuck with him after returning home toplayers throughout Europe, polo players began to
France but with no cognate in his native language, therequest the shirt. They, too, were tired of wearing stiff,
French press changed his nickname to le crocodile.long-sleeved shirts and were attracted by the ability of
Soon after, his friend, Robert George, drew an alligatorthe collar to block the sun from their necks. The
that Lacoste had embroidered upon the blazers hespreading popularity of the tennis shirt prompted
wore when attending tennis events.Lacoste to team up with the owner and President of
Origins of the Lacoste polo shirtthe largest French knitwear manufacturing firm at the
At the start of the 20th century, tennis apparel wastime, Andre Gillier, in 1933. The company was called La
formal; men wore stiff, woven, long-sleeve oxfordSociete Chemise Lacoste and it began to produce the
shirts and began the game wearing a necktie whichLacoste white tennis shirt with the logo embroidered
usually came off as the match progressed. The formalon the chest.
looking yet heat-retaining shirts were matched withBy the late 1940's, the Lacoste tennis shirt had
full-length flannel pants. Women started the century inbecome known as the polo shirt by sport watchers.
full-length dresses and petticoats while wearing aPeople who weren't tennis or polo players began
bustle underneath. By the 1920's, women's tenniswearing the Lacoste polo shirt as status symbols of
apparel had changed to calf-length cotton frocks withupper-class tastes such as tennis and polo viewing. In
short sleeves and knee-high socks while men's tennis1951, the company expanded the popularity of the shirt
apparel stayed the same. It is no coincidence thatby introducing colored shirts and in the 1960's the
white became the color of apparel choice for tennisLacoste fashion line was expanded into other areas
players early on as it minimized the appearance ofsuch as shoes, hats, and sweaters.