Lacoste

Lacoste was founded in 1933 by French tennis champion René Lacoste and knitwear manufacturer André Gillier. The duo created breathable short‑sleeved polo shirts embroidered with a green crocodile, reflecting René’s nickname and signalling a new era of athletic elegance. The L.12.12 polo—named for its fabric, design prototype and creator—was one of the first garments to display a visible logo, and it became synonymous with preppy sportswear.

Lacoste reinvented itself under designers such as Christophe Lemaire and later Louise Trotter, who modernised cuts and colours while preserving the brand’s sporting heritage. The house is now owned by the Swiss family group Maus Frères and operates boutiques globally. It sponsors top tennis players and golf athletes and collaborates with fashion labels like Supreme.

From its origins in tennis whites to its place in streetwear and lifestyle markets, Lacoste continues to balance tradition with contemporary appeal.

Lacoste’s philosophy embodies sporty elegance, authenticity and tenacity.

Over decades Lacoste has remained committed to quality materials and timeless design while embracing innovation. It has extended its ethos of understated elegance from tennis shirts to a wide range of apparel, footwear and accessories. Sponsorships of tennis and golf events reinforce the brand’s sporting roots and promote values of teamwork and fair play.

Modern creative directors have introduced sustainable practices and collaborations that speak to younger consumers without losing sight of the house’s French flair.

Through its durable products and inclusive marketing, Lacoste champions the idea that elegance is democratic and that style should empower people both on and off the court. The company’s slogan ‘Life is a beautiful sport’ reflects its commitment to optimism and inclusivity, encouraging people to embrace elegance in motion.