Lacoste: A Century of Monumental Moves

Welcome to the world of Lacoste, where elegance meets innovation, and a century of excellence unfolds before your eyes. From its humble beginnings on the tennis court to becoming a global icon of fashion and lifestyle, Lacoste embodies passion, creativity, and a commitment to redefining possibilities.

1923: The Birth of a Legend

At just the ripe young age of 18, René Lacoste, a one of a kind Polytechnic student with a passion for tennis, embarked on a journey that would shape history. Known for his relentless tenacity on the court, René earned the nickname "The Crocodile" after a bet in Boston involving a crocodile leather suitcase. His friend, Robert George, immortalized this spirit by sewing a crocodile emblem onto René's white jackets, marking the beginning of a legacy.

1930: A Love That Changed the Game

René married Simone Thion de la Chaume, a trailblazing golf champion who defied societal norms. Together, they embodied values of excellence, humility, and fair play, inspiring future generations, including their daughter Catherine, a world golf champion in 1967.

1933: Reinventing Tradition

René revolutionized tennis attire with the creation of the lightweight "petit piqué" polo shirt, challenging the rigid norms of sportswear. This innovation laid the foundation for Lacoste, the first brand to display a logo on its clothing. René's inventive spirit extended beyond fashion, with patents like the shock-absorbing racket strings and a groundbreaking steel racket.

1950s: Sharing the Spirit Globally

Lacoste expanded its reach, introducing children's lines and becoming a transgenerational icon. The brand's ethos of elegance and sportsmanship transcended products, influencing society and sustainability.

1968: Scenting Success

The 1960s brought Lacoste's first fragrance, a collaboration with Jean Patou, blending sophistication and freedom.

1970s-1990s: Beyond the Court

Lacoste's influence grew with sponsorship of Roland-Garros, and the introduction of eyewear, leather goods, footwear, and watches, each piece exuding timeless elegance and innovation.

2006: Empowering Futures

The Lacoste Foundation, established in 2006, continues to uplift underprivileged youth, reflecting the brand's enduring commitment to community and opportunity.

2012 and Beyond: Modern Crocodile Spirit

Under Maus Frères SA, Lacoste flourished, embracing modernity while honoring its heritage. Ambassadors like Novak Djokovic and Daniil Medvedev embody the brand's spirit of audacity and grace, while Creative Director Louise Trotter's visionary designs have redefined Lacoste's collections.

2023: 90 Years of Excellence

Celebrating nine decades of redefining French fashion and sport, Lacoste remains a symbol of elegance in motion, from the court to the street.

2024: A New Era of Ambassadors

This year, French actor and filmmaker Pierre Niney joins Lacoste as an ambassador, bringing his artistic flair to the brand's timeless legacy.

From René Lacoste's first steps on the court to the global icon it is today, Lacoste has always been about more than clothing—it's about values, innovation, and a relentless pursuit of excellence. Join us in celebrating a century of monumental moves and discover how Lacoste continues to shape the future with the spirit of the crocodile.