In the roaring 1920s, tennis courts the world over were graced by the elegance and tenacity of French player, René Lacoste. After a Davis Cup match in Boston, Lacoste took a fancy to a crocodile suitcase, his coach caught wind and proclaimed “If you win, I’ll buy it for you”. An American journalist overheard the bet, dubbing René ‘The Alligator’. In 1927 the logo was brought to life and six years later Lacoste launched its first ever clothing line: an iconic brand was born. Lacoste’s values of fair play, tenacity and perseverance shine through his label, with a contemporary and urban style at the core of the brand’s designs. Season after season unique pieces are born, with a particular focus on the polo shirt proving again and again that “without elegance, playing and winning aren’t enough”.