Fashion design. Lacoste logo means elegance and comfort

Fashion design. Lacoste logo means elegance and comfort
Yareah Magazine

Fashion design. Lacoste logo means elegance and comfort. For its 2013 Holiday Collector series, Lacoste has given British art director Peter Saville free rein to play with the L.12.12 polo.


Vitrines Lacoste. Photo attribution Stéphanie Moisan

Rene LACOSTE entered the legend of tennis when he and his team-mates “The Musketeers”, stole the DAVIS CUP away from the Americans for the first time, in 1927 and again in 1928. Not forgetting his 3 French Open victories (1925, 1927 and at the ROLAND-GARROS stadium in 1929), his two victories in Great Britain (WIMBLEDON 1925 and 1928) and two U.S. OPEN titles at Forest Hills (1926 and 1927). Rene LACOSTE was born in France on July 2nd 1904 and died on October 12th 1996.

The true story of the “Alligator” dates back to 1927. Rene LACOSTE liked to recount how this nickname ultimately became an emblem of worldwide renown. “I was nicknamed “the Alligator” by the American press, after I made a bet with the Captain of the French DAVIS CUP Team concerning a suitcase made from alligator skin. He promised to buy it for me if I won a very important match for our team. The public must have been fond of this nickname which conveyed the tenacity I displayed on the tennis courts, never letting go of my prey!” said Rene LACOSTE. One of the most attentive spectators at these DAVIS CUP matches was none other than Simone THION de la CHAUME, the winner of the golf Ladies’ British Tournament, who was later to marry Rene LACOSTE.

In 1933, Rene LACOSTE and Andre GILLIER, the owner and chairman of France’s largest knitwear manufacturing firm at the time, set up a company to make the logo- embroidered shirt designed by the champion for his own use on the tennis court. Also marketed were a number of other tennis, golf and sailing shirts, as can be seen in the first catalogue from 1933. To the best of our knowledge, this was the first time that a brand name appeared on the outside of an article of clothing – an idea which has since become extremely successful. This shirt immediately revolutionised mens sportswear, replacing the classical woven fabric, long-sleeved and starched shirts which players had worn on the courts until then.

The first LACOSTE shirt was white, slightly shorter than other shirts of the day, with a ribbed collar and short sleeves, and it was made of a light knitted fabric called “Jersey petit pique”. The qualities of comfort and solidity upon which it built its name still shine through today, providing a different and truly unique product.


Video. For its 2013 Holiday Collector series, Lacoste has given British art director Peter Saville free rein to play with the L.12.12 polo. Because Lacoste keeps on creating elegance and comfort.

Enjoy your day, Yareah friends. Art is everywhere and up to you!

View Comments (1)
  • David Pache

    If you are not optimistic with your work, it’s hard to convince the customer. During meeting, your body language should reflect your confidence.

    Logo Design consultancy

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