To become a world famous brand several things need to come together not all at once and not in order, but the ingredients need to be there for something special to happen. A visionary needs to be the driving force. The people supporting that visionary need to share the outlook or at least believe that it can happen. The brand needs to sell something of quality. True quality is not relative. True quality is absolute. That is the case at least when it comes to a successful brand like Lacoste. And lastly, an interesting story on the brand’s birth will help propel it into mythical status.
For over 75 years the French brand has been the prime cheerleader behind chic sports with a singular focus on quality. The driving force of the brand at the ground floor was famous tennis player Rene Lacoste. He won the 1927 U.S. Open Championship while wearing something he created for himself. His talent won the championship while also securing a place in the annals of history as one of the top designers in the world. The lightly knitted fabric called jersey petit pique transferred moisture away from the body. It was the first time that performance clothing made an appearance in sports.
So began the now mythical rise of Lacoste. Today the Lacoste Alligator is a well known symbol in and outside of the fashion world. Rene Lacoste’s spirited attitude on the tennis courts and relentless aggression cemented the Alligator association with the brand and it has never left since the first piqued polo. The company’s management was taken over by Bernard Lacoste in 1963 and since Christopher Lemaire has helmed the Lacoste brand post 2000, it has become one of the most successful fashion companies in the world. Lacoste has sold over 50 million pieces of product since Lemaire ascended to the helm of Lacoste.
The sad news of Bernard Lacoste’s death shook confidence in the brand. But the successful management by his brother Michael Lacoste proves that the brand will endure for years to come.
online: Lacoste 75 year Tribute Site