Lacoste has been a part of my life since the age of 13–I remember having their signature polo shirts in almost every color. Founded in 1933 by René Lacoste, who revolutionized men’s fashion by remodeling the classic attire for tennis and golf, shortening the sleeves, slimming the cut, and embroidering the trademarked crocodile logo on the chest.
In addition to the used of supreme quality fabrics, what I love about Lacoste is the clean-cut look of the clothing because it allows for versatility–the clothes can be dressed for almost any occasion. While the idea of what is fashionable is constantly changing, what is ‘in’ today, might be ‘out’ tomorrow, Lacoste is a great example of a brand who manages to maintain its traditional roots while incorporating elements of modern fashion. For example, adding a sneaker graphic print the traditional anorak, giving it a dash of modernity, but not so overwhelming that it takes away from its design.
The crocodile logo is used to represent ”the elegance of the champion,” and I agree. Lacoste embodies what it means to the best and strives to share the idea of elegance and comfort with anyone who proudly wears the clothes with the embroidered crocodile logo on the chest.