Lacoste

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.

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.