LACOSTE – Bringing the LUV of Tennis Wear to the LOVE for All

Over the last several years, Lacoste creative director Christophe Lemaire has kept himself busy revamping the croc-centric brand. He’s managed to update the classics, while at the same time, bring in new pieces that are smart, edgy, and even a little flashy (in a good way!). Most importantly, Lemaire has managed to preserve the integrity of the brand, while opening it up to the ‘average’ shopper who’d gladly trade in their gym membership in exchange for passes to a snazzy Holt’s party.

But how did LACOSTE come about? What to tennis, t-shirts, and a crocodile have in common? Rene Lacoste – famed French tennis player of course!

As the story goes, the label was conceived in two unrelated incidents. The first happened in 1923, when Rene Lacoste got a new nickname – “the alligator – after making a bet about an alligator-skin suitcase. When translated into French, his native tongue, Lacoste’s nickname became “le crocodile.”

A couple years later, at the U.S. Open Championship, Mr. Lacoste wore a short-sleeved shirt he made himself of a lightweight knit called “jersey petit pique.” He was dissatisfied with the quality of athletic garments, and pioneered his own material that drew sweat away from the body.

Rene Lacoste retired from professional tennis in 1933 and formed La Chemise Lacoste, which went on to become simply, LACOSTE. Interestingly, the LACOSTE classic polo – to this day – is one of the most sought after, recognized garments in the world!

But that’s not all. LACOSTE also makes exceptional footwear. The ’08 collection explores diverse themes from yoga to metallic, while maintaining the perfect balance of comfort and understated elegance from to heel to toe. This season’s collection celebrates colour and texture – be it a smooth as silk white leather flat, or nautical-style canvas wedge in crisp sky blue.