The name Lacoste has become synonymous with a certain je ne sais quoi, a blend of sporty elegance and timeless style that continues to captivate fashion enthusiasts worldwide.
But what exactly is it about Lacoste that has allowed it to maintain its position at the forefront of fashion for nearly a century?
Why does the sight of that little green crocodile still elicit nods of approval from Wimbledon to Wall Street?
As we delve into the world of Lacoste, we’ll uncover the myriad factors that have contributed to its enduring popularity and explore how this brand has managed to remain relevant in an ever-changing fashion landscape.
Lacoste’s Rich Heritage
The story of Lacoste is inextricably linked with the story of its founder, René Lacoste.
Nicknamed ‘The Crocodile’ for his tenacity on the tennis court, Lacoste was more than just an exceptional athlete. He was an innovator who saw an opportunity to revolutionise tennis wear.
In the stifling heat of the 1926 U.S. Open, Lacoste had an epiphany. The traditional tennis attire of the day – long-sleeved, starched white shirts – was hardly conducive to athletic performance.
Inspired by polo players’ shirts, Lacoste designed a short-sleeved, breathable piqué cotton shirt that allowed for greater freedom of movement.
This shirt, which debuted in 1933, was an immediate hit. It wasn’t just the comfort and practicality that appealed to people; it was the air of casual sophistication it exuded.
The shirt quickly transcended the tennis courts, becoming a staple of casual wear for the well-heeled.
As the brand grew, it never lost sight of its sporting roots. This connection to sport, particularly tennis, has been a key factor in Lacoste’s enduring popularity.
It lends the brand an air of active sophistication that resonates with those who aspire to a lifestyle that balances achievement with leisure.
The brand’s history is peppered with iconic moments that have cemented its place in popular culture.
From President Eisenhower wearing a Lacoste shirt on the golf course in the 1950s to the brand’s prominence in the preppy fashion movement of the 1980s, Lacoste is consistently at the intersection of sport, style, and cultural relevance.
The Power of Lacoste’s Logo
If there’s one element that epitomises Lacoste’s enduring appeal, it’s the iconic crocodile logo.
This small green emblem, embroidered on the left breast of every Lacoste polo shirt, has become one of the most recognisable logos in fashion history.
The story behind the logo is as compelling as the design itself. In 1923, René Lacoste made a bet with the Captain of the French Davis Cup team.
If Lacoste won his next match, the Captain would buy him the crocodile skin suitcase he’d been admiring in a Boston shop window.
Lacoste lost the match but gained a nickname. American journalists began calling him ‘The Crocodile’ due to his tenacity on the court.
Lacoste embraced the moniker, asking his friend Robert George to design a crocodile which was embroidered onto his blazers.
When he launched his clothing line, the crocodile naturally became the brand’s logo.
The genius of the crocodile logo lies in its simplicity and its story. It’s small enough to be subtle, yet distinctive enough to be instantly recognisable.
It carries with it the legacy of sporting excellence, whilst also conveying a sense of whimsy and personality.
Moreover, the logo has become a status symbol in its own right. In a world where logos often dominate fashion items, Lacoste’s crocodile stands out for its restraint.
It whispers rather than shouts, suggesting confidence rather than brashness.
The power of this logo in driving Lacoste’s popularity cannot be overstated. It’s a visual shorthand for quality, style, and a certain lifestyle.
When you wear a Lacoste polo, you’re not wearing a shirt but a piece of sporting and fashion history.
Lacoste’s Timeless Design
At the heart of Lacoste’s popularity lies its commitment to timeless design, epitomised by the classic polo shirt.
The L.12.12 polo, as it’s officially known, has remained largely unchanged since its inception in 1933.
This consistency is a testament to the enduring appeal of its design.
The polo’s simplicity is its strength. With its clean lines, comfortable fit, and range of colours, it’s a versatile piece that can be dressed up or down.
It’s equally at home on a golf course, in a casual office, or at a summer garden party.
This versatility has been key to its enduring popularity.
But Lacoste’s design philosophy extends beyond the polo shirt. The brand has successfully applied its ethos of understated elegance to a wide range of products.
From classic button-down shirts to sleek trainers, Lacoste has managed to create a cohesive aesthetic that runs throughout its collections.
Take, for example, the Lacoste SPORT line. Launched in the early 2000s, this range combines the brand’s sporting heritage with contemporary design.
The result is a collection of performance wear that doesn’t sacrifice style for functionality.
Or consider Lacoste’s foray into fragrances. The brand’s first perfume, launched in 1984, was a fresh, clean scent that perfectly encapsulated the Lacoste aesthetic.
Today, Lacoste’s fragrance line continues to be popular, with scents that evoke the brand’s sporty, elegant ethos.
What’s remarkable about Lacoste’s design approach is how it has managed to evolve while staying true to its core identity.
The brand has successfully navigated changing fashion trends without losing its essential character. This balance of tradition and innovation is a key factor in Lacoste’s enduring popularity.
Lacoste’s Quality Craftsmanship
Behind the allure of the crocodile logo and the appeal of timeless design lies a fundamental truth: Lacoste products are built to last.
The brand’s commitment to quality craftsmanship has been a cornerstone of its popularity since its inception.
When René Lacoste designed his first polo shirt, he was meticulous about the details.
He chose a lightweight, breathable piqué cotton that would stand up to the rigours of tennis. He designed a collar that would stay put even during vigorous play.
These considerations for both comfort and durability set a standard that Lacoste continues to uphold today.
Take, for instance, the process of creating a Lacoste polo shirt. It involves 12 separate steps – from cutting the fabric to attaching the famous crocodile logo – and takes 15 days to complete.
The collar alone requires 1,600 stitches. This attention to detail results in a product that not only looks good but also stands the test of time.
But Lacoste’s commitment to quality isn’t limited to its iconic polo shirts. The same standards are applied across its entire range.
Whether it’s a pair of chinos, a leather bag, or a pair of trainers, customers have come to expect a certain level of quality from Lacoste products.
This dedication to craftsmanship has fostered a sense of trust among Lacoste’s fans.
When someone buys a Lacoste product, they’re not just buying a fashion item – they’re investing in a piece that they know will last.
In an age of fast fashion and disposable clothing, this commitment to quality sets Lacoste apart and contributes significantly to its enduring popularity.
Diverse Offerings for Every Occasion
While Lacoste may have started with a single polo shirt, the brand’s popularity today owes much to its diverse range of products.
Lacoste has successfully expanded its offerings to cater to various aspects of its customers’ lives, from casual weekends to formal events, and from the tennis court to the office.
Consider a typical day in the life of a Lacoste enthusiast. He might start his morning in Lacoste pyjamas, throw on a Lacoste polo for a casual day at the office, change into Lacoste Sport wear for an evening game of tennis, and then dress up in a Lacoste button-down shirt for dinner.
This ability to outfit a customer from dawn to dusk has been crucial in cementing Lacoste’s place in people’s lives.
The brand’s expansion into different product categories has been thoughtful and strategic. In 1951,
Lacoste introduced its first children’s designs, recognising the potential for family brand loyalty.
The 1960s saw the introduction of the first Lacoste perfume, expanding the brand’s sensory appeal. In recent years, Lacoste has even ventured into home goods, offering everything from towels to bedding.
What’s remarkable about this diversification is how Lacoste has managed to maintain a consistent aesthetic across its product lines.
Whether it’s a pair of sunglasses or a set of golf clubs, there’s an unmistakable ‘Lacoste-ness’ to the design.
This coherence allows people to build a lifestyle around the brand, further driving its popularity.
How Celebrity Influence Amplifies Lacoste’s Popularity
In the world of fashion, celebrity endorsement can be a powerful force, and Lacoste has leveraged this effectively throughout its history.
From sports stars to Hollywood actors, the brand has been worn by some of the most recognisable faces in the world, further cementing its popularity.
Lacoste’s association with celebrities begins, fittingly, on the tennis court. In the 1970s, tennis legend Billie Jean King wore Lacoste during her famous ‘Battle of the Sexes’ match against Bobby Riggs.
This high-profile moment not only showcased Lacoste’s performance credentials but also aligned the brand with King’s trailblazing spirit.
Moving beyond sports, Lacoste has found favour among a diverse array of cultural icons.
In the 1980s, Lacoste became a staple of preppy fashion, worn by stars like Matt Dillon and Rob Lowe, helping to cement its place in popular culture.
More recently, the brand has been sported by modern style icons like Alexa Chung and Kendall Jenner, to make it more popular among the new generation.
But Lacoste’s relationship with celebrities goes beyond mere wearing of the brand.
In recent years, Lacoste has engaged in high-profile collaborations that have significantly boosted its cool factor.
For instance, the brand’s collaboration with Supreme in 2017 was a masterclass in blending heritage with street style, generating significant buzz and introducing Lacoste to a new audience.
Perhaps most notably, Lacoste has maintained strong ties with the world of tennis, sponsoring players like Novak Djokovic and Venus Williams.
These partnerships not only reinforce Lacoste’s sporting heritage but also ensure the brand remains visible at the highest levels of professional tennis.
The impact of these celebrity associations on Lacoste’s popularity cannot be overstated.
When you buy a Lacoste product, you’re not just buying a piece of clothing – you’re buying into a lifestyle endorsed by some of the world’s most admired figures.
Limited Editions and Collaborations
In the fast-paced world of fashion, creating a sense of exclusivity and desirability is crucial. Lacoste has masterfully employed limited editions and collaborations to maintain its appeal and generate excitement around the brand.
One of Lacoste’s most successful initiatives in this realm has been the ‘Save Our Species’ campaign.
Launched in 2018, this collaboration with the International Union for Conservation of Nature saw Lacoste replace its iconic crocodile logo with embroidered images of endangered species.
The number of polos produced for each species corresponded to the number of that species left in the wild.
This clever campaign not only created highly coveted, limited-edition products but also aligned Lacoste with an important cause, enhancing the brand’s image.
Lacoste has also ventured into the world of high-fashion collaborations. In 2019, the brand partnered with GOLF le FLEUR, the fashion line of rapper Tyler, the Creator.
The resulting collection, which blended Lacoste’s preppy aesthetic with Tyler’s bold, colourful style, was an instant hit, selling out quickly and garnering significant media attention.
Another notable collaboration was with French luxury house Hermès in 2018.
This unexpected partnership resulted in a limited-edition polo shirt that combined Lacoste’s classic design with Hermès’ renowned craftsmanship and materials.
The polo, which retailed for over £400, sold out rapidly, demonstrating Lacoste’s ability to operate in the luxury market.
These limited editions and collaborations serve multiple purposes. They create buzz around the brand, attracting media attention and social media engagement.
They also allow Lacoste to experiment with its aesthetic, pushing boundaries while still maintaining its core identity.
Perhaps most importantly, it makes Lacoste’s products unique, fresh and exciting.
Adapting to Modern Trends
While Lacoste’s enduring popularity owes much to its classic designs and rich heritage, the brand’s ability to adapt to modern trends has been equally crucial.
One of the most significant shifts in recent years has been the rise of athleisure – a trend that blends athletic wear with casual, everyday clothing.
Lacoste, with its roots in sportswear, was well-positioned to capitalise on this trend.
The brand expanded its Lacoste Sport line, offering performance fabrics and contemporary designs that appeal to the modern, active consumer.
In 2019, Lacoste made waves at Paris Fashion Week with a collection that reimagined its classic pieces through a streetwear lens.
Oversized polo shirts, colour-blocked windbreakers, and chunky trainers showcased Lacoste’s ability to speak to a younger, more fashion-forward audience without losing its essential character.
Digital innovation has also played a key role in Lacoste’s modern evolution. In 2018, Lacoste launched an augmented reality app that allowed users to virtually try on and purchase products from its LCST streetwear line.
Another of Lacoste’s popular moments was the brand’s ‘Crocodile Inside’ campaign, launched in 2019, featuring surreal, visually striking ads that explored the duality of human nature.
Sustainability is another area where Lacoste has shown its adaptability. Recognising the growing consumer demand for eco-friendly fashion, Lacoste has taken steps to improve its environmental credentials.
Lacoste’s Appeal to Conscious Consumers
Lacoste’s sustainability journey gained momentum in 2018 with the launch of its ‘Save Our Species’ campaign.
While primarily a conservation initiative, this campaign also signalled Lacoste’s growing commitment to environmental issues.
It was a clever way of aligning the brand’s iconic crocodile logo with broader concerns about biodiversity and conservation.
Building on this, Lacoste has made concrete commitments to reduce its environmental impact.
In 2020, the brand announced its goal to reduce its carbon footprint by 15% by 2025. This target covers not just Lacoste’s direct operations, but also its supply chain, demonstrating a holistic approach to sustainability.
One of the most tangible outcomes of this commitment has been the introduction of more sustainable products.
The Loop Polo, launched in 2020, is a prime example. Made from 30% recycled cotton fibres and designed to be easily recyclable at the end of its life, the Loop Polo represents a significant step towards circularity in fashion.
Lacoste has also been working on improving the sustainability of its broader product range. The brand has committed to using 100% certified cotton by 2025 and has been gradually increasing its use of recycled polyester in its products.
Moreover, the brand has been working on reducing waste in its production processes and has implemented energy-saving measures in its stores and offices.
In 2019, Lacoste joined the Fashion Pact, a global coalition of fashion and textile companies committed to key environmental goals.
These efforts not only reduce the brand’s environmental impact but also appeal to those who are increasingly making purchasing decisions based on sustainability criteria.
Nostalgia and Tradition: Lacoste’s Multigenerational Appeal
For many, Lacoste evokes a sense of nostalgia. Perhaps it’s memories of a father’s favourite polo shirt, or recollections of teenage years spent emulating preppy fashion icons.
This emotional connection to the brand is a powerful driver of loyalty.
It’s not uncommon to find Lacoste enthusiasts who have been wearing the brand for decades, passing their affection for the crocodile logo down to their children and grandchildren.
Take, for instance, the story of Kevin Charles, a 45-year-old lawyer from London. “I bought my first Lacoste polo in 1975,” he recalls. “It was a coming-of-age moment. Now, I see my grandson wearing Lacoste, and it brings back such fond memories. It’s like a family tradition.”
This sense of tradition is reinforced by Lacoste’s consistent aesthetic. While the brand has evolved over the years, it has maintained a clear identity rooted in its sporting heritage and preppy style.
At the same time, Lacoste has managed to capture the imagination of younger generations.
Through collaborations with streetwear brands, partnerships with younger athletes and celebrities, and a strong presence on social media, Lacoste has positioned itself as a brand that’s both heritage and contemporary.
The brand’s ability to bridge generations was perfectly illustrated in its 85th-anniversary campaign in 2018.
Titled ‘Timeless’, the campaign featured archival images alongside contemporary photos, showcasing how Lacoste has remained a constant through changing times and fashions.
This multigenerational appeal is a significant factor in Lacoste’s enduring popularity.
Conclusion
As we’ve explored throughout this article, Lacoste’s enduring popularity is not the result of any single factor, but rather a complex interplay of various elements.
From its rich heritage and iconic logo to its commitment to quality and ability to adapt to modern trends, Lacoste has crafted a formula for success that has stood the test of time.
We explored how Lacoste has managed to honour its sporting roots and maintain its classic aesthetic while continually evolving to meet the changing needs and desires.
Lacoste’s strategic use of collaborations, limited editions, and celebrity partnerships has helped to maintain buzz and desirability around the brand.
This balance allows the brand to appeal to long-time fans who value its heritage, as well as the younger generation looking for contemporary style.
The brand’s commitment to quality craftsmanship has been another crucial factor in its lasting popularity.
Moreover, Lacoste’s efforts in sustainability and its ability to adapt to modern concerns have ensured its continued relevance in a changing world.
In conclusion, Lacoste’s popularity stems from its ability to be many things at once: sporty yet sophisticated, classic yet contemporary, aspirational yet accessible.
As long as Lacoste continues to balance its rich heritage with a forward-looking approach, its popularity is likely to endure for many years to come.
Styling Beyond Lacoste
Buying Lacoste the brand, is just a small step towards dressing like a successful, confident man.
True sophistication lies in knowing precisely which Lacoste garments, footwear, and accessories complement your body shape, skin, eye, and hair colours, to choose by occasion, location, and lifestyle.
The first step is finding your body shape and the most flattering colour for you.
Know Your Body Shape
Different Lacoste products flatter different physiques so discover your body shape now by taking our free body shape quiz for men.
Identify Your Best Colors
Lacoste offers a wide range of colours, but not every hue will complement your natural colouring so find out your ideal colours with our free seasonal colour quiz for men.
Then, learn how to dress by occasion, location, season, and even time of the day.
Dress for the Occasion
Understanding how to choose and style Lacoste garments, and mix them with other brands, by occasion, season, and location is crucial. From casual weekends to formal events, each occasion requires a unique approach to styling.
To save time, headaches, and even money, get in touch with The VOU’s expert stylists now.
Get Expert Styling Advice
To know which Lacoste garments, and styles to wear, consider enlisting professional help.
Take our comprehensive fashion style analysis for men, and let our expert stylists guide you in selecting and curating items of maximum impact in a wardrobe that communicates success and sophistication.
Remember, owning Lacoste isn’t enough to look good – looking stylish, wealthy, and successful is all about choosing and matching to perfection.
With these tools and expert guidance, you’ll not just wear the brand—you’ll master it, creating a wardrobe that truly reflects a unique fashion taste and many achievements.
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