Founded in 1933 by tennis champion René “The Crocodile” Lacoste (his nickname inspiring the famous logo choice) the brand originally designed high-end pique polo shirts for the 30s it-crowd.The company merged with IZOD in the seventies, with the little croc reaching a peak of popularity in the eighties when it became de rigeur amongst the coolest teenagers. Still the ultimate in preppy chic today, the brand has incorporated a streetwise vibe into its designs under the direction of designer Christopher Lemaire: including acid-bright smart separates, sweet knitwear and of course, the traditional stylish sportswear look with which the brand established itself.