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Lacoste's crocodile comeback
The iconic French sportswear brand is enjoying a revival in heritage fashion labels.
By Rita Silvan
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Doesn't everyone have a polo shirt lurking in their closet? This seemingly indestructible top -- made of a light knitted fabric called "jersey petit piqué" -- was designed in 1933 by René Lacoste. He was the French tennis legend who made history when he wrenched the Davis Cup away from the Americans in 1927 and 1928.
The company has long enjoyed the fruits of this shirt invention, which is now available in 90 variations and in every hue imaginable for men, women and children. Lacoste has also branched into branded sports equipment, fragrances, leather goods, accessories, and even cars and luxury yachts. Now Lacosts has set itself a new challenge: to be a player in the hyper-competative world of fashion.
"We have done extremely well lately," says Philippe Lacoste, René's grandson and the company's director of public relations. "The recent wave of interest in heritage brands among young fashion people has been terrific for us; however, we all know that trends go in cycles, and we want to ensure that when this one cools we will continue to have a strong appeal for consumers." Enter creative director extraordinaire Christophe Lemaire, who worked for such top talents as Thierry Mugler, Michel Klein, Jean Patou and Christian Lacroix before joining Lacoste in 2000. Part of the company's reinvention as a fashion brand is to mount buzz-generating runway shows.
For other great Spring/Summer 2006 trends, click here.
Photo courtesy of Lacoste
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