Lacoste Shirts: A History Of The Little Green Crocodile

The apparel company Lacoste was founded in 1933 and is most famous for Lacoste Polo Shirts with the equally famous the crocodile emblem

. In fact, they are one of the first companies to have their emblem appear on the outside of the clothing.

The company was started by Rene Lacoste and Andre Gillier in Paris, France. They started production of their famed Lacoste Polo Shirts and soon ventured into other Lacoste Shirts such as golf and sailing tees. They became even more recognized when they ventured from their standard white tee shirts into colors and patterns. In 1952 the company crossed the Atlantic Ocean and began selling to the United States, in addition to Europe. They marketed themselves as an upper class brand for the competent sportsmen.

In 1962 Bernard, son of Rene, took over management of the company. It was in this time that Lacoste Shirts and apparel saw even more growth, selling 300,000 garments annually. The company's success continued into the 1970's and 1980's becoming more or less the official "preppy" line of clothing. It was around this same time that the company expanded from the ever popular Lacoste Polo Shirts and began selling perfumes, colognes, leather goods, shoes, watches and even glasses.

In this decade the company has become prominent in all aspects of clothing. This was partly due to contracts with high profile tennis players and golfers from Europe and North America alike as well as selling in over 110 countries worldwide. In 2005, they sold 50 million products! In this same time period Bernard became ill and the presidency of the company was transferred to his younger brother and collaborator Michel Lacoste.

Currently the company is as popular as ever. While they remain a "preppy" clothing line, they are also still a sophisticated brand. Furthermore their reach has gone beyond these two categories. Today it is hip to purchase Lacoste apparel from second hand stores, as wearing such a tee-shirt from 15 years ago is very cool. This brand is a staple of fashion as we know it today. They have shaped the industry for the past 70 years and continue breaking barriers and setting trends.

Who knew that almost 80 years ago a little green crocodile would shape the way an entire industry works? But that's exactly what they've done and with the same family still in control of the company I suspect they will continue producing at a very high level.

by: William Gold

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