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LACOSTE: A Short Series on "Why Lacoste?"

FASHION / MEN

February 20, 2015

LACOSTE: A Short Series on "Why Lacoste?"

The Legend of LACOSTE

Why Lacoste for the Polo Shirt?

While there's no single path to fashion, certain items stand as undisputed classics. Think Levi's for jeans, Converse for canvas sneakers. For polo shirts, the benchmark is undoubtedly the one bearing the crocodile logo on its left chest: the iconicLACOSTE'L1212'. Introduced in 1933 by tennis champion René Lacoste, it was a shirt designed for athletes. Loved worldwide to this day, we explore the enduring appeal of this timeless staple across four installments.

Text by KASE Tomoshige (OPENERS)Photographs by LACOSTE

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Episode 4
I love Lacoste
Why Professionals Continue to Love It (2)
When considering shops that have laid the foundation for Japanese casual fashion and continue to lead the scene, BEAMS is unparalleled. Having carried the classic 'L1212' since its inception, BEAMS is arguably one of the shops that understands Lacoste's appeal most deeply. Creative Director Tatsuya Nakamura, who not only curates classic selections but also directs bespoke models each season, shares his personal encounters with Lacoste and its product appeal.

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Episode 3
I love Lacoste
Why Professionals Continue to Love It (1)
Since the 1970s, when men's fashion magazines began to exert significant influence on youth culture, Lacoste's polo shirt has arguably never strayed from its status as a quintessential classic. Beyond its product perfection and functional sportswear qualities, the 'L1212' possesses a timeless design. Why has Lacoste remained so enduring? We spoke with Kazuhisa Hata, editor-in-chief of 'Begin,' a leading monthly magazine in the fields of product and fashion.

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Episode 2
History of the Crocodile
Its Origins as Sportswear
We previously reported that Lacoste developed the polo shirt and continues to produce items of unparalleled quality. Here, we revisit the reasons behind the 'L1212's' creation, tracing it through Lacoste's brand history. The design of the polo shirts worn by today's tennis players is not significantly different from the original 'L1212'—Doesn't this fact alone speak to the perfection of the 'L1212'?

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Episode 1
Back to Basics
All Polo Shirts Lead to the 'L1212'
'Lacoste invented the polo shirt, and Lacoste's 'L1212' is the origin of all polo shirts in existence.' While this is almost common knowledge among fashion insiders, it remains largely unknown to the general customer. This first installment of our series examines the background of the 'L1212's' creation, its materials, and its production process. You'll likely be struck anew by its exceptional quality as a product.