Lacoste

René Lacoste stepped off the tennis court in 1933 with a vision that went beyond winning trophies. He partnered with André Gillier, a textile manufacturer, to create a shirt that solved a real problem for athletes: stiff collars and heavy cotton kept players uncomfortable during long matches. The result was the first knitted piqué polo shirt, a garment that offered breathability without sacrificing a sharp look. This innovation turned a functional piece of sportswear into a fashion staple that crossed over into everyday life.

The brand's identity hinges on the green crocodile logo, an emblem born from a 1920s nickname given by the American press. Reporters called René "The Crocodile" because he never gave up on a point, much like the reptile clings to its prey. Instead of hiding this moniker, Lacoste made it the centerpiece of his clothing line, embroidering the small beast onto the chest of every shirt. Today, that same logo appears on footwear, fragrances, and eyewear, signaling a blend of heritage and modern style.

Under the leadership of co-CEOs Eric Vallat and Thierry Guibert, the company navigates the space between high-end luxury and athletic performance. While the Swiss investment firm Maus Frères took majority ownership in 2012, the brand has maintained its focus on tennis culture through partnerships with stars like Novak Djokovic and Venus Williams. Recent collections continue to push boundaries; the Spring/Summer 2027 runway show in Paris featured the Ace-T sneaker, which integrates an actual tennis ball into the sole, alongside collaborations with Japanese retailer BEAMS to mark the latter's 50th anniversary. [edit]