René 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.
The true story of the "Crocodile" begins the same year. René Lacoste liked to recount how his nickname became an emblem recognized throughout the world :
“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!… So my friend Robert George drew a crocodile which I then had embroidered on the blazer I wore on the courts”.
This was the first time that a brand name/logo appeared on the outside of an article of clothing - an idea which has since become extremely successful. In 2000, with the appointment of new creative director Christophe Lemaire, 42, as Gilles Rosier’s successor, Lacoste made its way back onto the fashion scene, refocusing the French label’s emphasis on color.
The true story of the "Crocodile" begins the same year. René Lacoste liked to recount how his nickname became an emblem recognized throughout the world :
“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!… So my friend Robert George drew a crocodile which I then had embroidered on the blazer I wore on the courts”.
This was the first time that a brand name/logo appeared on the outside of an article of clothing - an idea which has since become extremely successful. In 2000, with the appointment of new creative director Christophe Lemaire, 42, as Gilles Rosier’s successor, Lacoste made its way back onto the fashion scene, refocusing the French label’s emphasis on color.
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