Why Does Lacoste Have a Crocodile? It's Not Random! The Logo Is Tied to the Founder's Nickname

Why Does Lacoste Have a Crocodile? It's Not Random! The Logo Is Tied to the Founder's Nickname

When people think of Lacoste, the first thing that may come to mind isn’t the brand name, but the green crocodile with its mouth open, embroidered on the chest. Whether on polo shirts, jackets, or hats, this crocodile has become Lacoste’s most distinctive identifier.

But why did a French fashion brand choose a crocodile as its logo? It wasn’t a random animal picked by a designer—it directly comes from the nickname given to founder René Lacoste during a tennis match over 100 years ago. And the story begins with a 'crocodile-skin suitcase.'

Why a Crocodile? The Founder’s 'Suitcase Bet' Holds the Answer

Lacoste’s founder, René Lacoste, wasn’t originally a fashion designer but a renowned French tennis player in the 1920s. According to Lacoste’s official brand history, in 1923, the 19-year-old René Lacoste, competing in Boston, USA, spotted a crocodile-skin suitcase in a store window. The French team captain made a bet with him: if he won his next match, the captain would give him the suitcase.

In the end, René Lacoste didn’t win the match and never got the coveted crocodile-skin suitcase. However, this story caught the attention of American media. Due to his tenacious, never-give-up playing style and this unique 'crocodile-skin suitcase bet,' American journalists began calling him 'The Crocodile.' This nickname gradually spread throughout the tennis world.

Records from the International Tennis Hall of Fame also confirm that the nickname originated from the bet with the French Davis Cup team captain over the crocodile-skin suitcase—and perfectly matched Lacoste’s aggressive, relentless playing style on the court. René Lacoste himself clearly liked the nickname, even saying that 'the crocodile' accurately reflected his resilience on the court and his match attitude of never letting go of his prey.

When Did the Lacoste Crocodile Logo First Appear? Drawn in 1927

After earning the nickname 'The Crocodile,' the person who actually turned the animal into a visual design was René Lacoste’s friend and designer, Robert George. According to official Lacoste records, Robert George drew the crocodile design in 1927, and René Lacoste immediately had it embroidered on the white blazer he wore. In other words, the now-iconic Lacoste crocodile first appeared not on a store-bought polo shirt, but on René Lacoste’s own clothing.

The 1920s blazer worn by René Lacoste, now preserved at the International Tennis Hall of Fame, already features the crocodile emblem on the chest. The Hall’s records state that this crocodile later became the official logo on his short-sleeved cotton polo shirts and the brand’s trademark.

This makes the Lacoste logo different from many later brand symbols designed purely for marketing: it first represented 'René Lacoste the man,' and only later evolved into 'Lacoste the brand.'

Lacoste Was Actually Founded by a Tennis Player! The Brand Officially Launched in 1933

René Lacoste’s achievements on the tennis court were also outstanding. Official Lacoste records state he won seven Grand Slam singles titles and was ranked world No. 1 between 1926 and 1927. The International Tennis Hall of Fame notes he won three French Championships, two Wimbledon Championships, and two U.S. Championships in singles.

However, tennis players’ attire at the time was vastly different from today. Traditional long-sleeved shirts were not suitable for intense physical activity. René Lacoste preferred short-sleeved, easy-to-move-in shirts. In 1933, he co-founded Lacoste with French knitwear manufacturer André Gillier, launching polo shirts made from lightweight, flexible 'petit piqué' cotton fabric, with the crocodile symbol—representing himself—officially placed on the chest.

One Crocodile, One Global Icon

So, the next time you see the crocodile on a Lacoste shirt, remember: it wasn’t just drawn for visual recognition.

From the 1923 crocodile-skin suitcase, to the media dubbing René Lacoste 'The Crocodile,' to Robert George drawing the crocodile in 1927, and finally to the 1933 founding of the Lacoste brand and its embroidery on the classic polo shirt—this small crocodile connects the founder’s tennis career and the brand’s history in one seamless story.

No wonder that, over 90 years later, even without the word 'Lacoste,' many people instantly recognize the brand just by seeing that green crocodile on the chest.