That little green alligator

This February 2010 Assouline is releasing a new book from Olivier Margot (chief editor of French sports daily newspaper L’Equipe) on the world of Lacoste.

“Since the birth of the iconic alligator – the world’s first clothing logo and the symbol of its French tennis-great namesake – in 1933, Lacoste has been nearly synonymous with sport. When champion René Lacoste put his favoured tennis uniform (a white piqué polo shirt) into production for the mass market, it revolutionized the standard stiff and starchy athletic attire, ushering in an era of sport styles that were as comfortable and functional as they were chic.”

Personally i have a thing for Lacoste, as i wore the polo’s in my childhood years and still are a regular item in my current wardrobe.