The Iconic Lacoste Crocodile Shirt: A History of Style and Innovation

by Peter January 21, 2021

written by Peter January 21, 2021

The Story Behind the Iconic Lacoste Crocodile Shirt

René Lacoste: The Tennis Star and Fashion Innovator

René Lacoste, a French tennis legend, revolutionized the sport’s attire in the 1920s. Dissatisfied with the restrictive “tennis whites,” Lacoste sought a more comfortable and practical shirt. Inspired by the polo shirts worn by British players, he commissioned a few tailored shirts in cotton and wool.

The Birth of the Tennis Shirt

The tennis shirt, also known as a polo shirt, featured several key elements: a short-sleeved, piqué knit cotton design with an unstarched collar, a placket opening with buttons at the neck, and a “tennis tail” to keep it tucked in. Lacoste first sported the shirt in 1926 at the U.S. Open in New York City.

The Crocodile Nickname and Logo

Around the same time, Lacoste earned the nickname “The Crocodile” for his tenacity and determination on the court. He embraced the moniker and had a logo of the reptile embroidered onto his blazer, establishing a personal brand before the term even existed.

The Lacoste Brand

After retiring from tennis, Lacoste partnered with André Gillier to launch La Chemise Lacoste in 1933. The company produced and sold crocodile-emblazoned shirts, which became a symbol of sporting elegance and sophistication.

Izod and the American Market

Lacoste licensed its brand to Izod (then called Izod of London) in the 1950s to enter the American market. Initially, the shirts faced limited success due to their high price. However, Izod’s brilliant marketing strategy, which included gifting shirts to celebrities like JFK and Bing Crosby, fueled their popularity.

The Preppy Craze

In the 1970s and ’80s, Izod shirts became synonymous with the preppy style, particularly among teenagers. The popped collar and tailored fit became a hallmark of the look.

Legacy and Imitators

The Lacoste crocodile shirt has left an enduring legacy in fashion. Over the years, numerous designers and brands have adopted animal-emblazoned polo shirts, including ponies, marlins, eagles, and even crocodiles.

Fashion Evolution on the Tennis Court

Lacoste witnessed not only the rise of the crocodile shirt but also a broader evolution in tennis attire. From the restrictive tennis whites of his era to the shorter, more athletic shorts popularized by players like John McEnroe and Jimmy Connors, the sport’s fashion landscape underwent a significant transformation.

Peter

Peter is a marketer with a background in business and a passion for writing. With a keen eye for detail and a talent for crafting compelling narratives, Peter has carved out a niche for himself as a versatile contributor to LifeScienceArt.com, where he enjoys sharing his insights and expertise across a wide array of topics. Peter's journey into the world of marketing began with his university education in business. He earned his Bachelor's degree in Business Administration. His academic pursuits were characterized by a deep understanding of market dynamics, consumer behavior, and strategic planning. This foundation laid the groundwork for his successful career in marketing, where he has applied his knowledge to help businesses grow and thrive in competitive landscapes. Throughout his career, Peter has worked with a diverse range of companies, from startups to large multinational conglomerates, helping them develop and execute effective marketing strategies. His experience spans various industries, including technology, healthcare, and consumer goods, reflecting his adaptability and broad skill set. Peter's ability to blend analytical thinking with creative problem-solving has made him a valuable asset in any organization he works with. Despite his busy professional life, Peter has always made time for his true passion: writing. He finds joy in the written word and believes in its power to inform, inspire, and connect people. This passion has found a perfect outlet in LifeScienceArt.com, where he contributes to all sections of the site. Whether it's penning thought-provoking articles on the latest trends in life sciences, crafting engaging profiles of industry leaders, or writing insightful pieces on art and its intersection with science, Peter brings a unique voice and perspective to his work. One of the aspects Peter cherishes most about his role at LifeScienceArt.com is the opportunity to collaborate with a wonderful cohort of writers. He values the camaraderie and the shared commitment to excellence that characterize the team. Working alongside talented and passionate individuals inspires him to continually hone his craft and push the boundaries of his writing. Outside of his professional pursuits, Peter is an avid reader and a lifelong learner. He enjoys exploring new ideas, delving into diverse genres of literature, and staying abreast of developments in science and art. His curiosity and enthusiasm for learning are reflected in his writing, where he strives to bring fresh insights and a nuanced understanding to his readers. Peter's story is one of dedication, versatility, and a deep-seated love for both marketing and writing. His contributions to LifeScienceArt.com not only enrich the site's content but also underscore the importance of passion and collaboration in creating meaningful and impactful work.