Who was René Lacoste?
His name has become one of the most recognizable French fashion brands in the world. Sports stars, celebrities and influencers wear his fashions. And his fragrances line the shelves of pharmacies and department stores globally. So who was the man who created this remarkable brand? Who was René Lacoste?
This is one of the most interesting brand backstories we’ve ever come across. Wait until you hear the story of Mr. Lacoste. Jean René Lacoste was born July 2, 1904 in Paris, France, the son of Jeanne-Marie Magdeleine Larriue-Let and Jean-Jule Lacoste. He lived in Bordeaux with his family. A gifted student at the Polytechnic School, he excelled in both business and sports. His father introduced him to the game of tennis while on a trip to England. It was love at first serve. His passion for the tennis led him to abandon his studies and devote his life to the game. By 1926 he was ranked the number one singles player in the world.
Lacoste was one of the Four Musketeers with Jacques Brugnon, Henri Cochet, and Jean Borotra, French players who dominated tennis in the late 1920s and early 1930s.
The Crocodile is crowned
While playing a tournament in Boston in 1923, his captain promised to buy René a handsome crocodile leather suitcase he had been admiring in a shop window if he won the next match. Sadly, he lost, but in tribute to his tenacity on the court and in reference to this unusual bet, the American press christened him ‘the crocodile’. He knew the power of branding and quickly played up the nickname. He actively encouraged the name and asked his friend and stylist Robert George to sew a crocodile emblem onto the white jackets he wore when arriving on court. A legend was born.
As a member of the French team, Lacoste won the Davis Cup in 1927 and 1928. He was ranked the World No. 1 player for both 1926 and 1927. He also won a bronze medal at the 1924 Summer Olympics. Much of his success came from his ability to meticulously analyze and study his opponents playing style through detailed notes. He was a studious tactician who relied on control, accuracy and deeply-placed groundstrokes to put pressure on his opponents. The press called him the ‘tennis machine’ for his methodical game and ability to avoid errors.
“If you’re on the cusp of winning, remember that there is no opponent who plays better than an opponent who is about to lose.” – René Lacoste
An iconic tennis shirt is born
In 1929, René invented a flexible, lightweight tennis shirt fabric that breathed and was comfortable to wear on the court. Up until that time, tennis attire was heavy and uncomfortable. He would wear this shirt during his matches and it quickly became a sensation. In 1933, Lacoste founded La Société Chemise Lacoste with André Giller, a company that began producing the tennis shirt, also known as the polo shirt. René understood the power of branding and insisted a crocodile emblem be embroidered on the chest of each shirt. It’s interesting to learn that his son, Bernard, took over the management of the company in 1963.
“Inventor! If I had to put a profession on my business card, that is what I would write. I have invented all my life,” said Lacoste later in his life. Following the success of his tennis shirt design, he brought a revolution to the courts in the form of a shock absorber inserted between the strings on rackets in 1960. Three years later he invented a steel racket that became the industry norm. He patented the first tubular steel raquet which was stiffer and imported greater force than the traditional wooden rackets.
“Confidence, tenacity, perseverance, rigour: with weapons like these, everyone can build a life.” – René Lacoste
Lacoste entered the fragrance category in 1968 with a fresh, light eau de toilette composed by the legendary perfumer Jean Patou. Since then, the brand has unveiled a carefully curated collection of sporty and stylish scents for him and her – all using traditional French perfumery techniques and ingredients.
“Playing is not enough, you have to master your style.” – René Lacoste
A style icon on and off the courts, René married golf champion, Simone Thion de la Chaume in 1930. Despite the fact that golf was reserved for men at the time, this daring woman shook up accepted customs and made her name in the sport. They were a stylish pair and were frequently photographed for newspaper and magazine stories. Even more remarkable is that their daughter, Catherine, would go on to become a world team golf champion herself in 1967.
“It doesn’t matter what you do, just do it perfectly.” – René Lacoste
Angela Citrigno
July 20, 2024 at 5:38 pmA power house couple that lead to be a power house of a family. Such an interesting to read. René Lacoste followed his passions and instincts.
Liz Howard
July 17, 2024 at 10:18 pmSo interesting, thanks for sharing!
Linda L
July 16, 2024 at 2:02 pmInformative! Bravo Rene Lacoste, the sportsman, the businessman and the inventor!
Alayne Langford
July 15, 2024 at 4:04 pmI’m so glad you posted his story, as I never realized how much he accomplished in his life 💚
Jody Farr
July 15, 2024 at 8:13 amWhat a fantastic brand and the history behind it. Love his passion for tennis and “croc” is one signature name for his amazing work! Love Lacoste!!