Rene Lacoste entered the legend of tennis when he and his team-mates “The Musketeers”, stole the Davis Cup away from the Americans for the first time, in 1927. Not forgetting his 3 French Open victories, his two victories in Great Britain, and his two U.S. Open titles at Forest Hills.
Rene Lacoste was born in France on July 2nd 1904 and died on October 12th 1996. The true story of the “Alligator” begins in 1927. René Lacoste liked to recount how his nickname became an emblem recognized throughout the world.
I was nicknamed “the Alligator” by the American press, after I made a bet with Captain of the French Davis Cup Team concerning a suitcase made from alligator skin. He promised to buy it for me if I won a very important match for out team. The public must have been fond of this nickname which conveyed the tenacity I displayed on the tennis courts, never letting go of my prey!” So my friend Robert George drew an alligator which I then had embroidered on the blazer I wore on the courts.”
In 1933 Rene Lacoste and André Gillier, the owner and President of the largest French knitwear manufacturing firm of that time, set up a company to manufacture the logo-embroidered shirt.
To the best of our knowledge, this was the first time that a brand name appeared on the outside of an article of clothing – and idea which has since become extremely successful. In 1963, Bernard Lacoste took over the management of the company from his father René. Significant company growth was seen under Bernard's management. When he became president, around 300,000 Lacoste products were sold annually. The Lacoste brand reached its height of popularity in the US during the late 1970s and became the signature 1980s "preppy" wardrobe item. The company also began to introduce other products into their line including shorts, perfume, optical and sunglasses, tennis shoes, deck shoes, walking shoes, watches, and various leather goods.
