Lacoste
Founded by tennis champion René Lacoste in 1933, the Maison fuses sportswear heritage with French elegance and is known worldwide for the embroidered crocodile emblem.
- Founded
- 1933
- Industry
- Fashion · Apparel
- Headquarters
- France
- Ownership
- Private company
- Parent company
- Maus Frères
Brand Chronology
Deblandification: How Lacoste and Burberry signal the end of the minimalist consensus
2026
Lacoste revives "Life is a Beautiful Sport" with BETC Paris
2026
Lacoste presents a new visual identity by Commission Studio
2026
Logo Redesign
2026
On 21 April 2026, Lacoste presents an evolved visual identity that re-anchors the Maison in its archival vocabulary. Typography stands at the centre of the system. A bespoke serif typeface, drawn from the Maison's archives, reintroduces a pronounced presence of serif characters historically embedded in Lacoste's expressions. Its proportions, rhythms and spacing assert a signature that is both refined and distinctive.
Lacoste turns its crocodile into a GOAT for Novak Djokovic
2025
Lacoste presents the crocodile as a rallying sign in BETC campaign
2022
Lacoste and Minecraft launch a co-designed wardrobe and Croco Island
2022
Lacoste replaces its crocodile to "Save Our Species"
2018
Lacoste and Supreme released their first joint collection in 2017
2017
Lacoste reset its positioning with 'Life is a beautiful sport' in 2014
2014
Logo Redesign
2011
In the 2011 version, the brand name was written in a thin sans-serif font.
Logo Redesign
2002
After the turn of the millennium, the logo was refined by adjusting the balance between image and text, with the crocodile icon reduced in size to give more prominence to the wordmark.
Logo Redesign
1984
In 1984, Lacoste introduced a logo featuring its signature green crocodile with a red mouth. Beneath the emblem, the name “LACOSTE” appeared in bold uppercase lettering, reinforcing a clean and recognizable brand identity.
Logo Design
1933
The Lacoste brand is tied to a story involving tennis player René Lacoste and a bet over a crocodile-skin suitcase he admired but couldn’t afford. Although he lost the bet, the story stuck, and the crocodile became associated with him. His nickname, “the Crocodile,” came from his tenacity and aggressive playing style on the court. When the brand was later established, this nickname inspired the iconic crocodile logo.
Staple items: Why every category has its brand-defining product
2026