Lacoste

Lacoste was established in 1933 by French tennis legend René Lacoste, early the concept of functional sportswear with the creation of the L.12.12 polo shirt. Built on the symbol of the 'Crocodile'-a reference to the founder's tenacity-the brand has become a global synonym for 'French sport-chic.' Based in Troyes, the house maintains a dominant role in the international landscape by translating the codes of tennis culture into a sophisticated, multidisciplinary wardrobe that balances athletic utility with a refined, urban elegance.

Over nine decades, the house has evolved into a global lifestyle brand, known for a French-sport-chic aesthetic. The label works across sportswear. Creative direction is currently led by Pelagia Kolotouros. The house is part of Lacoste Holding. Its development has been shaped by recurring codes in cut, material or proportion. Across its core categories, the label has developed a recognisable identity rather than a broad, undifferentiated offer. That combination of origin, product focus and later development defines the brand’s current position.

Functional research governs the creative output, where the properties of petit piqué cotton dictate a silhouette defined by comfort and ease of movement. The brand rejects the frantic pace of the fashion cycle, opting for a consistent visual language that treats the polo shirt as a permanent, durable staple of the modern wardrobe.

The marriage of functional research and traditional French refinement leads the creative output, where the physical properties of the material dictate the design process. Design signals include the use of the crocodile logo, ribbed collars, and clean, softly structured silhouettes that prioritise tactile comfort and durability. This approach sees the polo shirt as a versatile staple designed to transcend seasonal trends through a focus on quality. Prioritising the hand of the maker and the use of premium resources, the house ensures that the act of making remains a respectful practice, resulting in a wardrobe that is both technically advanced and enduringly elegant, reflecting a refined and intentional approach to active life.