Photograph of an original sketch by Robert George dated 1927. © All rights reserved
The Birth of A Crocodile
A story of a bet, a journalist and a most tenacious player.
The crocodile’s first steps
Boston, 1923. Young tennis prodigy René Lacoste is 19 and likes a challenge. His team captain promises him the crocodile leather suitcase the player admired in a store window if he wins his upcoming match. René doesn’t win but he had the determination of the crocodile on court, which is why an American journalist gave him this nickname.
René Lacoste in Wimbledon in 1928. © Lacoste Archives. Jacques Brugnon Collection
The crocodile becomes a symbol
The crocodile takes shape in 1927 under the pen of designer Robert George. An early fan of customization, René Lacoste immediately has it embroidered on his blazers. A few years later, the polo sees the light of day. The crocodile over the heart makes Lacoste the first brand to display a visible logo on an article of clothing.
The crocodile’s evolution through different ad campaigns
Follow the croc: Lacoste advertising archives from 1933.
© Lacoste Archives
The crocodile's elegance
1933
© Lacoste Archives
The crocodile's character
1958
© SNIP / © Lacoste Archives
The crocodile's cheekiness
1960
© SNIP / © Lacoste Archives
The crocodile's dialect
1969
© SNIP / © Lacoste Archives
The crocodile’s break
1973
© SNIP / © Lacoste Archives
The crocodile’s femininity
1975
© All rights reserved
The crocodile's shirt
1980
© SNIP 4 / © Lacoste Archives
The crocodile's family
1989
© Dassas
The crocodile's creativity
1993
Tracking the Crocodile
Everything you always wanted to know about Lacoste but were afraid to ask
