Lacoste
Rene Lacoste was one of the most successful players of all time and won many important tournaments. That he chose the crocodile as a trademark for his company was no coincidence. Already 10 years before he received this epithet, because he played persevering and fighting like a crocodile. He developed the brand's most famous garment, the Lacoste polo shirt, himself. While his competitors were still running around the field in long-sleeved shirts or even blazers, Lacoste was tinkering with a more comfortable alternative. The shirt was made of Jersey Polo Piquet, a new material at the time, which was more airy and therefore more comfortable to wear. The white polo shirt was given a stylized crocodile over the chest and thus became the first garment ever to be adorned with a brand logo. By 1939, the polo shirt with its mother-of-pearl buttons made of South Sea shells had sold over 300,000 units. Until 1951, the shirt was only available in white, but from then on it was also available in other colors. The New Yorker David Crystal, owner of the Izod clothing company, bought a license in 1952 and introduced Izod Lacoste exclusively on the American market. From then on, the triumphal procession was unstoppable, prominent wearers such as John F. Kennedy helped the Lacoste polo shirt to worldwide fame. Lacoste managed to get away from the old-man image and appeal to a younger clientele. The product range was modernized and first collaborations with leaders of the streetwear scene caused a sensation. This was another step towards making Lacoste attractive to the younger target group. In addition to various sneaker brands, the collections with Supreme and Chinatown Market were a huge success and opened up new markets for Lacoste.
