Lacoste

In 1933, tennis legend René Lacoste established his eponymous company to produce the revolutionary tennis shirt that he himself had helped to create and that he began wearing on the tennis court. The shirt, now known as the Classic Polo, was an international success, quickly earning iconic status.

The iconic emblem's story began with a simple bet placed between René Lacoste and the captain of the French Davis Cup team - if Lacoste won a particularly important match, he would take ownership of the captain's alligator skin suitcase. The French media and public were so enamoured with this story that René quickly earned the moniker 'Le Crocodile', a nickname he was quick to embrace, having friend Robert George design a crocodile emblem that was then embroidered on to the blazers the tennis legend would often wear between matches.