LACOSTE

Rene Lacoste was a famous tennis player who achieved fame in two areas: tennis and fashion. While winning the 1927 U.S. Open championship, he his own creation, a white, short-sleeve shirt made of a light knitted fabric called jersey petit pique' that served to wick away moisture due to heat. The shirt was a radical departure from tennis fashion of the day, which called for stiff, woven, long-sleeve oxfords. In 1923 during the Davis Cup, the American press nicknamed Lacoste "the Alligator" because of a bet made about an alligator-skin suitcase and the Lacoste brand was born. After his retirement from Tennis Lacoste dedicated himself to his sportswear brand and produced tennis shirts, golf wear and revolutionised the sportswear industry, making it desireable for the upper classes.
Lacoste is now a luxury brand leader creating beautiful and desireable luxury sportswear, fashion, footwear, leather goods, watches, eyewear and most importantly, perfume.