The Birth of A Crocodile

A story of a bet, a journalist and a most tenacious player.

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.

The crocodile's elegance

1933

The crocodile's character

1958

The crocodile's cheekiness

1960

The crocodile's dialect

1969

The crocodile’s break

1973

The crocodile’s femininity

1975

The crocodile's shirt

1980

The crocodile's family

1989

The crocodile's creativity

1989

L.12.12 Polo Merci, solidarity with a heart

To support the International Federation of Red Cross and Red Crescent Societies, all sales (excl. taxes) of the polo will enable the implementation of health protection programs for volunteers in 23 countries where there is currently no medical coverage.

Discover more