Lacoste was established in 1933 by renowned French tennis star Rene
Lacoste with his good friend and fashion expert Andre Gillier. Andre Gillier owned the largest french knitwear company at that time. Rene was nicknamed the crocodile because of his tenacious style of play
on the court. This would later become the logo for his clothing line simply
named Lacoste. The first product developed had to be something that could be
used on the tennis court but still had casual sensibility. A result of this hybrid
thinking was the L12.12 polo, which is Lacoste’s signature polo today.
Lacoste is based out of France so as the brand gained popularity, they sought expansion in the U.S. In order to assist with production, Lacoste enlisted the IZOD company. IZOD manufactured the L12.12 polos for the U.S market, which is the reason the two companies are almost synonymous today with the older generation. Lacsote began to gain incredible popularity in the U.S and is today, considered one of the biggest foreign brands in the country.
Today Devanlay Corporation is the sole owner of the license to manufacture Lacoste Apparel here in the United States. Accessories and fragrances are licensed to various companies who produce around the world. Although Devanlay is a French Company production is not limited to France. Lacoste does manufacturing in Tunisia, India, China and various Asian countries. This helps keep the price down and reserves premium or "fashion show" product to be produced in France which is reflected in the price point.
The company is known for classic aesthetics that are sportswear inspired but still have functionality. As the company moved forwards into more trendy markets they develop the brand Lacoste L!VE which targets a more younger, trendier and more fashion conscious market.
Lacoste is based out of France so as the brand gained popularity, they sought expansion in the U.S. In order to assist with production, Lacoste enlisted the IZOD company. IZOD manufactured the L12.12 polos for the U.S market, which is the reason the two companies are almost synonymous today with the older generation. Lacsote began to gain incredible popularity in the U.S and is today, considered one of the biggest foreign brands in the country.
The company is known for classic aesthetics that are sportswear inspired but still have functionality. As the company moved forwards into more trendy markets they develop the brand Lacoste L!VE which targets a more younger, trendier and more fashion conscious market.
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