Founded 1933
Lacoste
From tennis legend to global lifestyle brand
Lacoste was founded by tennis champion René Lacoste, known as 'The Crocodile'. The iconic polo shirt with the crocodile logo became a symbol of preppy style. After declining in the 1990s, its revival came through modernizing designs while preserving its heritage, and strategic collaborations with streetwear brands.
Key Insights from the Revival
- →Authenticity played a crucial role in the brand's comeback
- →Strategic collaborations helped reposition the brand for a new generation
- →Cultural timing was essential to the brand's resurgence
Brand Evolution Timeline— Drag or use ← → keys to explore
1933
Founded
René Lacoste launches the brand
1933
Polo Shirt
Iconic crocodile logo design
1980s
Preppy Phenomenon
Cultural fashion staple
1990s
Decline
Loss of relevance
2010
Modernization
Creative director appointment
2023
Sustainable Collection
Organic cotton line