French tennis champion Rene Lacoste's nickname, "the Crocodile," inspired the logo choice when it came to branding his newly designed pique polo shirts in 1933. After merging with IZOD in the seventies, the little croc hit its popularity peak in the eighties when it became de rigueur for the rich-kid look. Today the label is still a preppy-chic sportswear staple, with plenty of tennis whites and collared casualwear for the country-club crowd. Over the past few seasons, the line has secured a more streetwise vibe, incorporating bolder colors and new silhouettes under the direction of Christophe Lemaire.
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