FROM LE CROCODIL TO LACOSTE LIVE
René Lacoste - the founder of the world-famous company - was known in 1920s France not as a fashion designer but as a successful tennis player. He was nicknamed 'Le Crocodil' after a bet with his team captain to win a suitcase made of crocodile leather. This name was the starting signal: The sportsman friend Robert Georges drew him the now famous logo of a crocodile with a big mouth, which from then on became René Lacoste's trademark embroidered on his tennis shirts.
Shortly afterwards, he designed his own shirt with a wider cut, which was more suitable for tennis. The usual tennis clothes of the time were elegant, but restrictive and uncomfortable - especially when playing sports. The Lacoste fashion label was founded a few years later to mass produce its now famous polo shirt. The shirt not only changed the fashion world, but also tennis significantly. To this day, the embroidered crocodile is one of the most famous logos in the world. And with the launch of Lacoste Live - the original spelling of the young brand offshoot is LACOSTE L!VE - in 2011, the company has now brought the brand's classic features into the modern era.
LACOSTE LIVE: THE CROCODILE IN A NEW DESIGN
The relaxed cuts and deep colours of the LACOSTE L!VE range give the products a fresh, urban touch. At the same time, however, they preserve the brand's tradition: the shirts are made of the classic double-layer petit piqué - an extremely flexible fabric woven from high-quality cotton. In addition to simple short- and long-sleeved shirts, sweatshirts with large lettering, vintage sweatpants and bomber jackets, the famous polo shirts are of course also a must. It doesn't matter if they are made of stretch material or have a wide lettering: Lacoste never goes out of fashion.
LACOSTE LIVE: TRADITION X MODERNITY
At the LACOSTE L!VE store, you'll find timeless fashion with a simple design that has stood the test of time for over 85 years. The brand's understated but very self-confident style fits perfectly into the minimalism and retro trend of the current fashion world and yet is unique: the LACOSTE L!VE offerings will make you reminisce about sultry afternoons on the tennis court in sepia colours. Nevertheless, the stylish pieces bring a little kick to the stores and thus to your everyday life.
The monochrome shirts convince with rich, radiant tones. Combined with a creative reinterpretation of the embroidered crocodile, which is now white with a green border, the result is a casual, classic look. The retro items in the LACOSTE L!VE Shop alternate with edgy sweatshirts with a kangaroo pocket or simple basics. With wide lettering or all-over print of the brand name, the LACOSTE L!VE range creates a sporty and urban style that brings the original style of the brand into today's world while still remaining true to it.
LACOSTE LIVE X COLLABORATIONS
In 2018, Lacoste unveiled a change to its iconic logo for the first time in the company's history. To draw attention to global species extinction, Lacoste swapped the crocodile for 10 endangered species, causing quite a stir. The Safe Our Species campaign was a resounding success for the company, but not only that: the proceeds of the campaign went to the world conservation organisation IUCN. LACOSTE L!VE collaborates with other companies and designers from time to time. The spring 2019 collection, for example, featured shirts from LACOSTE L!VE x Opening Ceremony. Animal print, wide stripes and colour blocking brought everything you could want for spring to the stores. What could not be missing was - of course - the embroidered crocodile. But this time it was made of glittering thread, a real eye-catcher.
LACOSTE LIVE: RETRO X URBAN
The LACOSTE L!VE sale is all about signature prints. The extra-large Lacoste lettering gives a special look to sweatshirts made of soft fleece, cotton shirts and the iconic polo. Unisex retro sweatpants round off the outfit in a sporty and stylish way. But it doesn't have to be statement pieces with signature prints. LACOSTE L!VE offers a wide range of sports and casual clothing online. From plain basics to functional polo shirts and jogging trousers to sweatshirts with practical kangaroo pockets. So it's clear: the LACOSTE L!VE collection goes to market with a mix of bold and simple pieces - and we love them for it.
LACOSTE LIVE: SPORT X STYLE
Combine the Lacoste Live Piqué Loose Fit Unisex Polo in white with a pair of close-fitting jeans in a light wash for a casual look that goes with everything and suits everyone - universal and unisex. If you want to be more daring, go to your trusted retailer - of course, Keller x - and pick up the Lacoste Live AOP Logo Men's Shirt in green. Wear it with a French tuck, skinny jeans and casual sneakers for a stylish everyday outfit. Or you can wear chinos and chealsea boots with the all-over print and take the look to the next level. Find more classic modern pieces from Lacoste Live online at Keller x.