Lacoste - the success of "crocodile" brand

Despite the abundance of large reputable fashion houses, not many brands can boast a bright personality and recognizability. Lacoste - one of those lucky ones. His "Crocodile image" can not be confused with any other brand, and his name is firmly connected not only with the world of fashion, but also a big sports area. Certainly, Lacoste - it is not only the emblem of crocodile or polo shirts, and much more, but without the history of the brand image of the reptile would not be so interesting, and no sports brand at all would not exist today.

Birth of the "toothy" legend

Lacoste - is the name of the founder of a large company, which today is one of the major French fashion houses. Rene Lacoste was obedient fragile young man who in 1917 sent his father to Albion, that he completed his education. However, Rene is not a joke became interested in tennis, and to justify his "disobedience", I decided that at all costs to become not just an ordinary player Player in the family: safety rules But a true champion. In 1926, 22-year-old Rene Lacoste was awarded the title of the first racket of the world, and the next year he had to represent his country at prestigious competitions - the Davis Cup in the United States.

Coach Rene promised luxury crocodile skin suitcase if France will be the winner. He kept his word, and after the stunning victory of Rene and got Davis Cup and a chic accessory. And that is the case, and aggressive style of play Lacoste, secured him the nickname "alligator" in the United States and in his native France a little corrected, making him "the crocodile".

Fashionable sports-revolution

By the way, on that fateful tournament Rene acted shirt that sewed himself - it was a comfortable model short sleeve thin white jersey. It is very different from not very comfortable shirts with long sleeves, which then played. After winning his friend Robert George drew for him a crocodile which has become the emblem embroidered on the new model "T-shirts." Similar experiments in modeling clothes much useful Lacoste in 1933, when he finished his career and opened a company called La Societe Chemise Lacoste.

The company produced a shirt that had once made a revolution in the field of sports fashion. Despite the fact that the Puritans Americans considered a form quite frivolous, France shirt marked with a green crocodile, swept from the shelves. Not only tennis players could boast fashionable innovation, but also representatives of the so-called elite sport - yachting and golf. Shirts were initially only white, but soon expanded production, and in 1951 a collection of Lacoste is already colored patterns, which also could not pass unnoticed.

In the 60s Lacoste for a new era - in 1963 the reins pass into the hands of his son René - Bernard Lacoste. In 1968, the brand launches its first perfume. Realizing that every thing appears the legendary crocodile, enjoys the same success, Lacoste significantly expands the range. In 70 starts production of accessories - watches, glasses, shoes. All this makes Bernard Lacoste and Renee continues mercilessly to reform the sporty image. He came up with the label on the anti-vibration racket tennis players presented a metal, racket, they gladly chose wood. Even housewives, he gave advice to wash down jackets with tennis balls that keep products cringe.

Up the ladder of fashion

After coverage of the world "crocodile" fashion in the 80's, in the new millennium Lacoste is still at the very height of fashion Olympus, and even managing to combine the passion for the sport and casual. Lacoste continues to produce sports equipment, clothing and accessories for sports, perfumes, not forgetting about those who are not involved in them. Division Lacoste Club produces fashion collections that represent a stylish everyday clothes for men Stylish clothes for men: the rules from the perspective of women   and women.

Creative Director Christophe Lemaire, who came to the post in 2005, Lacoste brought to another level. He decided to largely revise style without much changing it: the crocodile has now become emblematic not green and silvery-gray, clothing Lacoste Club is moving away from basic amenities like its index, becoming more elegant and refined.

In 2008, the brand Lacoste said semidesyatipyatiletnie. By this time the company has achieved a very high level of sales around the world, thanks to a good term - an individual without pretentiousness, with the convenience of high aesthetics, and, of course, immutable image of a crocodile, which in any color will be associated with the legend, and a sign of quality.

Eugene Zhirkina