Since then the brand has transformed into a high end sporting brand designing not only clothing but shoes and accessories.
Lacoste has revolutionized the clothing industry through the tennis legend himself Rene Lacoste, his nickname given by the press was the ‘Alligator’ therefore becoming the inspiration for the brands logo which is the crocodile. In 1926 the concept of functional elegance was applied to the Lacoste short sleeved polo shirt.
The Lacoste Live label offers an edgy design of sport inspired elegance, this collection is aimed at the early adopters, the trend setters that are not afraid to take a risk when it comes to fashion. The pieces in the Live label are bold, loud and colorful and are available in a range of prints and fabrics. This defines the Live label from Lacoste and is targeted to a more youthful demographic. The Live label has taken a more contemporary approach whilst maintaining the strong, bold branding of the brand.
The Sport label represents the story of Rene Lacoste who began his sporting career in the 1920’s by winning his first tennis tournament for the French openings at the age of 17. A story is told from 1933 when the brand launched its first advertising campaign through to 1966 when the brand designed the uniform for the French National Ski team and through to when they celebrated their 75th anniversary how the have modernized and produced a 3D TV spot foreseeing tennis 75 years in the future. Even though the label is a sporting based brand the Sport label focuses on the performance and is re designed seasonally to extend the sporting legacy of the iconic brand.
All three labels are available at Mainline Menswear, each one offering products that are unique and specific to the label it belongs too.
Written by Terrie Hinchliffe