From Baghdad in Iraq to Rutshuru in North Kivu Province in eastern Democratic Republic of Congo, Lacoste T-shirts with the signature crocodile logo are a common sight. The brand became so popular that, in many places, any T-shirt whether or not it carried the crocodile logo-came to be known simply as “Lacoste.” Lacoste’s story began in 1927, when the captain of the French national tennis team set a challenge for one of his star players, René Lacoste, during the Davis Cup. He promised Lacoste a fine crocodile-leather suitcase if he helped the team win a crucial match. Lacoste’s determination

From Baghdad in Iraq to Rutshuru in North Kivu Province in eastern Democratic Republic of Congo, Lacoste T-shirts with the signature crocodile logo are a common sight. The brand became so popular that, in many places, any T-shirt whether or not it carried the crocodile logo-came to be known simply as “Lacoste.” Lacoste’s story began in 1927, when the captain of the French national tennis team set a challenge for one of his star players, René Lacoste, during the Davis Cup. He promised Lacoste a fine crocodile-leather suitcase if he helped the team win a crucial match. Lacoste’s determination and relentless playing style earned him the nickname “The Crocodile” from American spectators. As Lacoste’s reputation grew, the nickname stuck. His friend, Robert George, later designed a crocodile emblem and embroidered it on a blazer that Lacoste wore during his matches. Lacoste embraced the symbol wholeheartedly. In 1933, René Lacoste and André Gillier founded a company producing polo shirts under the name “Lacoste,” each featuring the now-famous crocodile logo. Their first shirts were white, short-sleeved, and displayed the crocodile on the chest—marking one of the earliest uses of a visible brand logo on clothing. The shirts quickly gained popularity among tennis players and later became a staple in everyday fashion. Today, Lacoste remains a leading global clothing brand. In 2022, the company reported revenue exceeding USD 2.5 billion, continuing a legacy that has lasted for nearly a century.

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