When I hear the word Lacoste, many images flash into mind, including the ubiquitous crocodile logo emblazoned on all of their products. Probably one of the most familiar pictures I have of this world-famous brand, though, is the image of my dad, since Lacoste is his brand of choice. For as long as I can remember my dad has donned the many rainbow-colored Lacoste collar-tees that the brand is famous for and now I have to admit I am quite the fan of their famous piqué tee as well. It’s my clothing of choice when I want to wear something fashionable and comfortable at the same time.
Lacoste is a French apparel company founded in 1933 by tennis champion René Lacoste who achieved fame in two areas — tennis and fashion. (Coincidental, actually — or maybe not — that the founder was a tennis champion, as my dad is the best tennis player I know!). In either case, in open championship, René wore something he created himself — a white short-sleeve shirt made exclusively of a light knitted fabric called “jersey petit piqué” that served to wick away moisture due to heat, the very first version of performance clothing in sports. The shirt was a radical departure from tennis fashion of the day, which called for stiff, woven, long-sleeve oxfords. In 1923 during the Davis Cup, the American press nicknamed Lacoste “The Alligator” because of a bet made about an alligator-skin suitcase. With no cognate in his native tongue, the nickname was changed to le crocodile in French. The nickname stuck due to his tenacious behavior on the courts, never giving up on his prey. Lacoste’s friend, Robert George, drew him a crocodile which Lacoste then embroidered on the blazer he wore on the courts.
After he retired from tennis, Lacoste founded La Chemise Lacoste in 1933 with André Gillier, the owner and president of the largest French knitwear manufacturing firm at the time. They began to produce the revolutionary tennis shirt Lacoste had designed and worn on the tennis courts with the crocodile logo on the chest, serving as the first example of a brand name appearing on the outside of an article of clothing. In addition to tennis shirts, Lacoste produced shirts for golf and sailing. In 1951, the company began to expand, branching out from “tennis white” to introduce color shirts. In 1952 the shirts were exported to the United States and advertised as “the status symbol of the competent sportsman,” influencing the clothing choices of the upper class.
And well, the rest, as they say, is history. Since then Lacoste has exploded all over the world and can be found anywhere and everywhere. And they are no longer limited to their famous tee-shirts; they have since branched out into all sorts of apparel — hats, wallets, bags, colognes and many other fashion accessories including watches. This summer Lacoste launched a new line of watches that embody fresh formal elegance of the brand’s name.
Embracing the Lacoste brand sensibility of ease and refinement with a dedication to quality and innovation, the new Lacoste watch collection reveals a contemporary, sporty and elegant character. Designs play to Lacoste’s three fashion groups — Sport, Sportswear and Club. Within these distinctive classifications, Lacoste offerings include watches with elegant stainless steel bracelets, precise chronograph movements and sporty rubber straps.
I recently got my hands on one of these gorgeous timepieces, adorably named after tennis terms such as “Court,” “Advantage” and “Slice,” and I have to say they are beautiful and fashionable and yet at the same time comfortable and functional — a tall order for a watch, and yes, these pieces truly symbolize the brand’s lifelong mission of presenting comfort and elegance all in one package.
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Lacoste timepieces are now available at L Timestudio, Lucerne, Chronos and selected Lacoste boutiques.