The Birth of A Crocodile

A story of a bet, a journalist and a most tenacious player.

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The crocodile’s first steps

Boston, 1923. Young tennis prodigy René Lacoste is 19 and likes a challenge. His team captain promises him the crocodile leather suitcase the player admired in a store window if he wins his upcoming match. René doesn’t win but he had the determination of the crocodile on court, which is why an American journalist gave him this nickname.

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RENÉ LACOSTE IN WIMBLEDON IN 1928. © LACOSTE ARCHIVES. JACQUES BRUGNON COLLECTION

The crocodile becomes a symbol

The crocodile takes shape in 1927 under the pen of designer Robert George. An early fan of customization, René Lacoste immediately has it embroidered on his blazers. A few years later, the polo sees the light of day. The crocodile over the heart makes Lacoste the first brand to display a visible logo on an article of clothing.

The crocodile’s evolution through different ad campaigns

Follow the croc: Lacoste advertising archives from 1933.

© LACOSTE ARCHIVES
The crocodile's elegance

1933

© LACOSTE ARCHIVES
The crocodile's character

1958

© SNIP / © LACOSTE ARCHIVES
The crocodile's cheekiness

1960

© SNIP / © LACOSTE ARCHIVES
The crocodile's dialect

1969

© SNIP / © LACOSTE ARCHIVES
The crocodile’s break

1973

© SNIP / © LACOSTE ARCHIVES
The crocodile’s femininity

1975

© ALL RIGHTS RESERVED
The crocodile's shirt

1980

© SNIP 4 / © LACOSTE ARCHIVES
The crocodile's family

1989

© DASSAS
The crocodile's creativity

1989

L.12.12 Polo Merci, solidarity with a heart

To support the International Federation of Red Cross and Red Crescent Societies, all sales (excl. taxes) of the polo will enable the implementation of health protection programs for volunteers in 23 countries where there is currently no medical coverage.

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