A Sudden Change in Branding
Everyone knows this iconic brand, famous for its green logo and closely associated with tennis. The story starts in the 1920s when a tennis coach promised his student a crocodile leather suitcase if he won his next match. Unfortunately, the student didn’t win, but the press nicknamed him “the Crocodile” based on the bet. Proud of the nickname, the player, René Lacoste, asked his friend, designer Robert George, to sew a crocodile onto his white polo shirt.
In 1933, René Lacoste teamed up with André Gillier to launch the brand Lacoste, becoming the first to feature a logo on its clothing—a small green crocodile. However, just a few days ago, the brand announced on their Instagram account that they would be swapping out their iconic logo! There’s a good reason for the change, and it’s still connected to tennis. Let us explain.
The Ultimate Tribute
As the last Grand Slam of the season in the United States is fast approaching, the French company is releasing a collection to honor their ambassador, Serbian tennis player Novak Djokovic. For this special occasion, the crocodile is making way for a goat, referencing the term “GOAT” (Greatest Of All Time). This new collection features five items: a polo, a t-shirt, a jacket, a cap, and pants.
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A post shared by Lacoste (@lacoste)
This news has taken many fans by surprise since it involves changing Lacoste’s logo! However, this isn’t the first time the brand has done something like this. In 2018, as part of a collaboration with the IUCN, Lacoste temporarily replaced its famous crocodile with other endangered animals.
So, no need to worry, this logo change is only for this limited edition collection!
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.