Lacoste advertising poster 1933 © DR
In 1933, Erné Lacoste and André Gillier, owner and president of the biggest French knitwear company at the time, founded their own company to sell the distinctive shirts embroidered with the crocodile logo that Lacoste made for himself. This was the first time an athlete had displayed his own trademark...and the idea has been copied a fair few times since!
Aimed at tennis players, golf players and sailing enthusiasts, the first Lacoste catalog featured refined, elegant pieces for the chic, sporty gent. The comfy, hard-wearing '1212' Lacoste shirt went into production in 1933.