Lacoste’s 90th Anniversary Is Celebrated With Stories Of Community From Around The World

Lacoste’s 90th Anniversary Is Celebrated With Stories Of Community From Around The World

Nick Kenyon
Nick Kenyon


Lacoste Logo 2011 present

It’s hard to overstate Lacoste’s impact on fashion and sporting communities worldwide, with the French-founded label celebrating its milestone 90th anniversary this year. From the grassroots golfing and tennis clubs of Miami and Seoul to the street style of suburban Paris and Harlem, athletes, tastemakers, rappers and many more are united by a love of the legendary green Crocodile.

Born from the fusion of Parisian savoir-faire and a love of movement, René Lacoste knew a thing or two about being at your best and looking good while doing it. The winner of seven Grand Slams and an Olympic medalist, his passion for functional garments — alongside his wife, champion golfer Simone de la Chaume — saw him create the legendary polo shirt that has become synonymous with both sports.

This year, on the brand’s 90th anniversary, the legacy of Lacoste and the archives of his eponymous brand have earned a cult following of fans around the world, all of whom are united by a love for the timeless creativity that has energised the brand for so long. To mark this important anniversary — and take a moment to appreciate the intensity of passion felt by Lacoste fans everywhere — we look at the diversity of communities inspired by Lacoste.

Paris meets Seoul

Inspired by a man who knew how to overcome his opponents on the court with reptilian efficiency, the innovation of tennis garments pursued by the Lacoste team has been as unwavering as it has been successful.

“I love the pleated skirt which are extremely light and flowy,” recalls an ex-pro tennis player from the South Korean capital. “so with every active motion, the Crocodile swirls along with me.”

Not only for the athletes — both professional and amateur — chasing their dreams with an embroidered crocodile over their hearts, but also for the legions of tennis spectators and fans who wear Lacoste from the relative calm of the stands.

“To really see the tennis ball under the sun, a pair of sunglasses is indispensable,” says one Roland Garros spectator. “And on the side of those sunglasses, you’ll always see a flash of the Crocodile.”

Vitry-sur-Seine meets New York City

The impact Lacoste has had on street style around the world is a significant one, but in the outskirts of Paris, it’s especially strong. Not only as a statement of French pride in the world of tracksuits and sneakers, but as a subversion against the bourgeois dress codes in the Parisian corridors of power.

“An outfit someone would typically wear for golf, we wear on the streets in the suburbs.” says a hip-hop lover from the working-class Paris banlieue. “We claim those codes of luxury, and we know we wear them well.”

Likewise, the hip-hop and streetwear culture-saturated streets of New York are a hotbed for personal expression. “New York tennis style is very eclectic,” explains one amateur tennis player from Harlem. “It reflects the incredible diversity of this chaotic city.”

Marseille meets Miami

Lacoste 90th Anniversary

Not only was Lacoste’s wife Simone a competitive golfer, but their daughter Catherine Lacoste was a champion golf player too and is the only amateur player in history to win the U.S. Women’s Open. Even on its 90th anniversary, golfers around the world still love Lacoste.

“I wear my collar up so the negative energy that comes my way just goes right past me,” says one Miami amateur golfer. “And of course, so I don’t get burned.”

This legacy of golfing excellence has remained a core part of the Lacoste DNA over the decades, with one vintage Lacoste lover and mini-golf enthusiast from Marseilles remarking, “Generally, I tend to prefer pieces that look a bit grandpa.”

São Paulo meets Tokyo

Lacoste 90th Anniversary

Beyond the sporting worlds of golf and tennis, communities of Lacoste collectors have formed from Japan to Brazil. In Brazil, contemporary garments are the most sought-after, with members of the Lacoste-addicted “Lacosteiros” trading pieces amongst each other to stay fresh.

“We go to each funk street party dressed differently,” says one “Lacosteiros” from São Paulo. “No one wants to wear the same things, so we exchange them between us, to mix things up a bit.”

In Tokyo, it’s all about the Lacoste archive and the creativity that can be expressed in nostalgic clothes.

“The emotion I have when I encounter vintage items… What is it? Love at first sight?” says a Tokyo-based vintage Lacoste collector. “I think the green cardigan is the most special of them all.”

This article is sponsored by Lacoste. Thank you for supporting the brands that support Boss Hunting.

Nick Kenyon
Nick Kenyon is the Editor of Boss Hunting, joining the team after working as the Deputy Editor of luxury watch magazine Time+Tide. He has a passion for watches, with other interests across style, sports and more. Get in touch at nick (at)



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