Crocodile on the chest. White polo shirt. Green collar. This is Lacoste. A brand that started as sports equipment for tennis players and became a symbol of casual style and even a subculture. Today, Lacoste is not just clothing, it's a statement: "I know about comfort, class, and French charm." How did a little crocodile conquer the world?

René Lacoste: the crocodile man

René Lacoste was born in 1904 in France. He was a tennis player, one of the best in the world in the 1920s. His nickname was "Crocodile" (for his tenacity on the court: he did not lose a single point). In 1926, he took first place in the world ranking, won Roland Garros, Wimbledon, and the US Open (the Australian Open was missing).

René was not only an athlete but also an inventor. He hated traditional tennis clothing — long-sleeved shirts that were hot and uncomfortable. In 1926, he created the first polo shirt made of breathable cotton jersey, with short sleeves, a collar stand, and unbuttoned buttons. This was a breakthrough.

He asked a friend, a clothing manufacturer, to produce such shirts with a crocodile embroidered on them. Thus, in 1933, the brand La Chemise Lacoste was born.

What is the Lacoste polo

The classic Lacoste shirt is not just a T-shirt. It's a polo shirt made of jacquard cotton (from English piqué — "with a waffle texture"), which allows air to pass through and absorbs sweat. The collar is soft, not oppressive. The buttons are made of mother of pearl. The crocodile is embroidered on the chest with green, red, or blue threads.

Color palette: white, black, blue, red, pink, yellow, green, orange. Over time, other models were added (long-sleeve, jersey, sweaters). But the polo is the heart of the brand.

Size range: 1 (XS), 2 (S), 3 (M), 4 (L), 5 (XL). Originally, it was men's, but women also wear it. The children's line is "Lacoste Junior".

Lacoste also has other clothing: jackets, sweatshirts, pants, dresses, skirts, caps. Footwear — sneakers and shoes. Accessories: belts, socks, sunglasses, perfumes.

How the crocodile became a symbol of status

In the 1950-60s, Lacoste was mainly worn by tennis players and golfers (polo is ideal for these sports). Then the brand was noticed by movie stars and intellectuals. In 1960, John Kennedy appeared in a Lacoste polo on vacation. Image — aristocratic sports, without pretension.

In the 1970s, Lacoste became the clothing of hippies and yuppies. In the 1980s, it became an integral part of the "casual" subculture (British football fans wore Lacoste to not look like hooligans). In the 1990s, rappers and hip-hop artists.

In the 2000s, Lacoste turned into a mass-market. Now everyone wears it: from bankers to students. But it is still considered a sign of "good taste," not shouting about wealth.

Lacoste and sports today

Lacoste is the official partner of the Roland Garros tournament. Judges and line judges are dressed in Lacoste uniforms (white shirt, green pants, cap). In 2026, the brand extended the contract to 2030.

Tennis players — the faces of Lacoste: Novak Djokovic (ex-partnership, from 2018 to 2024), Daniil Medvedev (from 2025), Jo-Wilfried Tsonga (ended his career). Golfers — Lee Westwood. Squash players — Gregory Gaultier.

Lacoste produces equipment for tennis, golf, squash, paddle tennis. This is not only polo, but also specialized shorts, skirts, caps, insulated jackets for cold weather.

In 2026, Lacoste launched a "green" collection made of recycled cotton (they use old polos, recycle them into threads). The goal is to switch to 100% eco-materials by 2030.

Crocodile every day

How to wear Lacoste in everyday life? The classic option: white polo + blue jeans + white sneakers. For the office: blue polo + beige chinos + loafers. For a date: pink polo + dark pants + leather moccasins.

Women: white polo (size 3) + skinny jeans + ballet flats; or red polo + black pencil skirt + sandals. Children: Lacoste polo + shorts + cap — ideal for school and clubs.

Do not combine Lacoste with logos of other brands (do not wear Nike sneakers and Adidas cap — it will be overkill). Do not wear a polo with buttons fastened all the way (it's out of fashion, button 1-2 buttons). Do not wear Lacoste in winter without a coat (a polo shirt is not drawers).

Care: wash at 40°C, do not bleach, do not iron the crocodile (it is embroidered, it will withstand, but it is better to turn it inside out). Polo Lacoste can be worn for years, it does not fade.

Counterfeits: how to distinguish a real Lacoste

There are many counterfeits. Original: the crocodile is embroidered clearly, the teeth are visible, the green color is rich (the green of counterfeits is faded). The fabric is light, "waffle". Collar and cuffs are made of the same fabric, not stretched. The buttons are mother of pearl (smooth to the touch, cool), with the inscription "Lacoste" on the reverse side. Label: on the side or on the collar, indicating the composition (100% cotton). Packaging: a polyethylene bag with a crocodile image.

On the counterfeit, the crocodile may be glued, not embroidered, threads are sticking out. The fabric is synthetic, does not breathe well. Price: an original polo costs 80-120 euros (in Russia — 8,000-12,000 rubles). If it's cheaper than 50 euros, it's almost certainly a counterfeit.

Beware of "sales" in street stalls. Buy in official stores, on the website, in airports duty-free.

Lacoste and global culture

The crocodile has become a meme. Its design is used by designers, artists, graffiti artists. In 2018, Lacoste launched the "Save Our Species" campaign: replaced the crocodile with images of disappearing animals (panda, lemur, wild dog). Polos were sold at auction for 10,000 euros.

In 2026, Lacoste released a limited edition collaboration with the brand "Kith" with a leopard print (crocodile over). Sold out in two days.

In movies: do the characters of "The Departed" wear Lacoste? No, but in "Amélie" (2001), the main character has a green polo. In "The Social Network," Mark Zuckerberg wears a T-shirt, not Lacoste, but his friend Eduardo does.

In music: the band "The Strokes" often appeared in Lacoste, keyboardist Fabrizio Moretti in a white polo.

Lacoste in Russia and the world

The first Lacoste store in Moscow opened in 1992 (in TsUM). Now there are 50 stores in Russia (Moscow, Petersburg, Yekaterinburg, Kazan, Rostov-on-Don). In 2026, a store will open in Sochi (in a new shopping center).

Russians love Lacoste for quality and status. Polo for dads are especially popular: white, blue, and black (the most sold). Women more often buy pink and blue.

The global turnover of Lacoste in 2025 was 2.5 billion euros (up 5% from 2024). The largest markets are France, the United States, China, Italy, Japan. Russia is in the top ten.

The future of the Lacoste style

Lacoste does not change the classics. The polo will remain the same as in 1933. But new colors and prints are appearing (polos with stripes, checks). In 2027, it is expected that the "smart polo" with an integrated humidity and pulse sensor will be released. But it's still an idea.

Fashion is cyclical. In 2026, the trend is to wear polo out, not tucked in pants. To combine with shorts and sandals. The crocodile on the chest is no longer a symbol of nouveau riche, but a sign of conscious consumption (natural fabrics, durability).

Lacoste is the story of how a tennis player stitched a patch on a shirt and created an empire. Today, everyone knows the crocodile. And this is not loud advertising, but years of trust. Wearing a Lacoste polo, you wear a piece of sports history. And the smile of René Lacoste.

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