With Lacoste, Life is a Beautiful Sport
In 1933, Lacoste reveals its first polo. An icon is born.
The story of the crocodile brand is inseparable from that of its founder, René Lacoste, a passionate inventor and French tennis legend. Building on a strong heritage, every season sees Lacoste present its vision of French elegance inspired by sport: pieces worn on the courts and in the city for a thoroughly modern style. Lacoste innovates to offer freedom of movement with style for men, women and children. Season after season, as the family of products grows, the legend is consolidated: Lacoste becomes an iconic brand renowned for authenticity and savoir-faire. Currently in 120 countries, the brand continues to develop while staying true to its history and values. Lacoste’s new ambassador, Novak Djokovic, is the New Crocodile.
Polo Capsule for Men Jean-Paul Goude
The iconic Lacoste polo for men is updated with a brand new crocodile logo. Available in both short and long-sleeved version, it makes for a perfectly unique holiday gift.
This holiday season, the crocodile goes on an unusual journey – an idea that came about after Felipe Oliveira Baptista, the house’s creative director, met Jean-Paul Goude, a celebrated French graphic artist. The former gave the latter carte blanche to design not only the logo on limited-edition polos and leather goods, their packagings and window displays, but also to conceive and create the Lacoste holiday campaign. The result is the iconic crocodile is seen through the eyes of Jean-Paul Goude: the imaginary Africa of his childhood, his love of dance and his infatuation with the Bauhaus.